Case Study: V&A Museum (Young V&A) sparks creativity with Pentagram's playful brand identity

V&A Museum (Young V&A) expands to 5 venues with Pentagram

The V&A Museum faced the challenge of reimagining the brand for its Young V&A venue in Bethnal Green to differentiate it within the wider V&A family and reach a more diverse audience in both age and cultural background. Pentagram was tasked with creating a new brand identity that would be more expressive and invite participation.

Pentagram's solution involved hacking the museum's custom Spiller typeface, mixing it with handmade characters to create a playful and participatory brand look. This was complemented by hand-drawn illustrations, a vibrant color palette, and a photography style. The new identity successfully gave Young V&A a unique and spirited voice, providing the museum with the tools to engage its growing audience and inspire future generations.

V&A Museum (Young V&A)