Case Study: V&A South Kensington reimagines its visual identity and campaigns with Pentagram

V&A South Kensington expands to 5 venues with Pentagram

The V&A South Kensington, the world's leading museum of art and design, faced the challenge of integrating its historic and highly diverse main site into a new, expanding family of V&A venues while maintaining a cohesive brand mission. Pentagram was engaged to develop a strategic framework and visual identity that could unify the various museums under a single purpose while allowing each site, including South Kensington, to retain its own distinct voice.

Pentagram facilitated collaborative workshops to establish a central strategic framework. The solution for V&A South Kensington was a new visual identity based on the idea of depth, featuring bold headlines integrated into photographs and an underlying graphic language to unify diverse content. The result is an instantly recognizable system that reflects the scale and breadth of the museum's exhibitions, which Pentagram has successfully implemented across three major campaigns.

V&A South Kensington