Case Study: National Portrait Gallery achieves a modern classic brand identity with Monotype's custom NPG Serif typeface

National Portrait Gallery launches a custom NPG Serif typeface in 2023 with Monotype

The National Portrait Gallery in London, working with agency EDIT, embarked on a major rebrand to accompany its physical renovation. They needed a custom typeface that could balance their rich historical heritage with a contemporary presence, functioning across both physical and digital platforms. Monotype was engaged to partner on this typographic challenge.

Monotype delivered NPG Serif, a custom typeface family of three weights. The solution was developed through deep archival research and iterative testing within the new brand system, ensuring it stood out against diverse portrait imagery. The result was a successful grand reopening in June 2023, featuring a fresh identity with a typeface that EDIT’s creative director described as an impeccable balance of classic and contemporary styles, rooted in the gallery’s history.

National Portrait Gallery