Case Study: Royal Collection Trust achieves a cohesive retail brand architecture with Pentagram

Royal Collection Trust streamlines 3 flagship retail brands with Pentagram

The Royal Collection Trust, which manages the public presentation and retail operations for one of the world's largest art collections, faced a disconnected and restrictive retail brand architecture. This made product creation difficult and diluted brand recognition across its ten museum shops. They engaged the design firm Pentagram to develop a comprehensive new design system and retail style guide.

Pentagram proposed a strategy centered on the Trust's three flagship locations and its in-house 'The Palace Collection'. The solution included a simplified brand architecture with curated sub-brands, bespoke colour palettes, and a robust verbal identity framework. The result, delivered by Pentagram, was a flexible, future-ready system that honours the collection's heritage while enabling the creation of distinctive, high-quality products, thereby strengthening the Trust's retail presence across its iconic sites.

Royal Collection Trust