The Design Museum Brand Identity

The Design Museum in London is an institution dedicated to advancing the understanding of design’s role in culture, industry, and education. As a space where the public and creative industries intersect, the museum represents both contemporary thinking and architectural presence.

This project explores a brand identity concept that reflects the museum’s position as a cultural landmark and a platform for creative exploration.

My Role
Brand Identity Design | Logo Design | Visual System

Team
Design Director

Concept & Architectural Inspiration

The identity draws inspiration from the museum’s bold, modern architecture and its strong structural language. The logo was designed to echo these qualities through clean geometry, confident proportions, and a contemporary typographic approach.

The result is a mark that feels grounded, architectural, and forward-looking—reflecting the museum’s role as both a physical space and a thought leader in design.

Logo Design Explanation

  • Wording: The emphasis on "DESIGN" in uppercase highlights the museum's diverse scope, everything from architecture and UX/UI to fashion and product design, making design itself the central focus.

  • Structural Framing: The top and bottom lines create a visual frame, symbolizing structure, stability. These lines also give the logo a clean, gallery-like presentation.

  • Angled "i": The tilted "i" adds a dynamic, unconventional element, inspired by the museum's sharp architectural angles.

  • Yellow Accent: The bold yellow serves as a versatile, neutral base that can adapt to a variety of design types. It embodies energy, creativity, and modernity

Website Design

The contemporary and structured nature of the brand identity extends into the website design. The visual language stays consistent across the site, reinforcing brand recognition while creating a modern and cohesive user experience.