London’s Natural History Museum, the UK’s most-visited indoor attraction in 2021 and 2022, houses over 80 million items spanning every area of natural history. Located in South Kensington, it invites millions of visitors to explore life on Earth — from Darwin’s specimens and towering dinosaur skeletons to a giant blue whale. As it approaches its 150th anniversary, the Museum aims to reaffirm its role as a leading scientific voice in tackling the climate emergency and to inspire deeper engagement across research, education, entertainment and activism.

To realise this vision, Pentagram and Nomad developed a new identity that transforms the Museum’s image from a passive catalogue to an active catalyst for change. At its heart is a circular “NHM” symbol, representing the ripple effect of nature’s interconnected energy.

A vibrant colour palette, dynamic circular patterns and the custom NHM Wallop typeface express diversity and inclusivity, while motion design inspired by natural movements — Ripple, Grow, Pulsate and Orbit — brings the brand to life. To ensure consistency and flexibility, the team also created a generator for producing Patterns and Word Rings, allowing designers to craft both static and animated outputs with ease.

Together, these elements position the Museum as more than a custodian of history — as a pioneer in science, advocacy and hope for the planet’s future.