Case Study: Dataland creates a flexible museum identity with Pentagram

Dataland opens its inaugural exhibition through January 2027 with Pentagram

Pentagram was engaged by Dataland, a new museum exploring the intersection of human imagination and machine creativity, to create a brand identity. The challenge was to design a system that could grow with the institution and communicate effectively alongside the dense, immersive visualizations of artist Refik Anadol, while also establishing a distinct voice for the museum itself.

The solution implemented by Pentagram featured a geometric logotype and a bold brand symbol that conceptually nod to the blurring of digital and physical worlds. They developed a minimal typographic stack, a cinematic color palette, and an integrated system for data visualization with custom charts and graphs. This flexible identity system ensures legibility and structure without diminishing the allure of the immersive exhibits, positioning the brand to remain a relevant companion for all future exhibitions.

Dataland