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06.28.12

Horniman Museum and Gardens rebrand

Identity, Consumer

Originally founded in 1901 by Victorian tea trader and voracious collector of almost anything, Frederick Horniman, the Horniman Museum is a fascinating gem in South London with internationally-important collections of anthropology and musical instruments, as well as an acclaimed aquarium and natural history collection. While most museums divide things into categories, at the Horniman, everything is promiscuously together, human and natural, living and dead.

With the concept “a collection of collections” as its starting point, London studio hat-trick design created a new identity to coincide with a recent redevelopment of the gardens. A pair of brackets form a distinctive H and modern typographic styling, using a single typeface family, results in a flexible device for presenting the variety of the collections and the many different facets of the organization. A simple black-and-white color palette, complemented by a range of bright of colors inspired by the objects in the collections, makes it a perfect fit for both images and text. The studio was also involved in the design of all wayfinding and external signage around the grounds including interpretation signs and maps.

[photo credit: Horniman Museum]

Gareth Howat/Alex Jurva, designers/illustrators; Gareth Howat/Jim Sutherland, creative directors; Kirsten Walker, communications manager; Land Use Consultants, gardens design/planning; Walters and Cohen, pavilion design.

www.hat-trickdesig ... www.horniman.ac.uk