A museum to inspire pride and passion

At the heart of the repositioned image for Amgueddfa Cymru - National Museum Wales, was the need to continue to broaden the museums’ collective appeal through creating a fresh and contemporary image. An innate part of our work has been to present the museum to inspire pride and passion in people and create enduring curiosity and loyalty.

The developing new vision at Amgeuddfa Cymru needed to be reflected in a modern look for the visual identity and communications.

The design was influenced strongly by the need for dual language, especially to value the Welsh language. We created a diagonal counter balance for the logos which allows the Welsh and English language to work in harmony as a coherent and inclusive icon.

The dynamic shape creates a strong typographic style and inspires a highly distinctive way of recognising the museum. The use of this style creates a family of logos that draw the eye and is fresh and charismatic to command attention in communications. 

The integration of type and photography encapsulates the new style and energetic spirit of the museum illustrated in a wide-ranging and engaging brand guide to be used by both internal and external audiences.

The new image and visual style support a wider understanding and deeper relevance of Wales’ heritage, culture and role in the world.