As the V&A has grown, so has its need for a cohesive identity. The challenge for the brand was to live across a number of sites. We proposed a new brand architecture model that leveraged the brand equity of the South Kensington flagship to shine a light on the other locations.
A new rulebook
Drawing on the ‘invite, intrigue, illuminate, inspire’ principles, we created a new set of rules that played to the strengths of the V&A’s existing visual identity, whilst reinforcing the structure. This lean, focused system strikes the perfect balance between giving the V&A a distinctive style and allowing the collections and exhibitions to shine.
A world of objects. A platform for ideas
Whether they are designing a poster or penning the words on a plaque, we have given the V&A the tools to ensure that they can invite, intrigue, illuminate and inspire. The V&A’s many audiences can now see and feel the effects, from spotting a poster on the tube to picking up a map.
Set up for success
The V&A is ready to take on a new era: expanding worldwide while reinforcing its place as a top British destination and a leading voice in art, design and performance. In London, the UK and around the world, the V&A invites its audiences to experience ingenuity and enrich their imaginations.
Artwork (including Frida Kahlo Making Her Self Up and Winnie-the-Pooh campaigns), images and image rights courtesy of the V&A.