LONDON.- The Science Museum, London, unveiled a new brand identity. The new identity, which has been developed by creative agency Johnson Banks, will initially work across a number of customer-facing interfaces including Museum signage, digital channels and internal customer-facing marketing collateral. A supporting external campaign, developed with Total Media and using the tag line 'Astonishing Science: Spectacular Museum’, will run for two weeks across print, outdoor and digital.

Polly Shute, Head of Marketing, said: “Research revealed that our external image did not match our long-term aspirations for the Science Museum brand. Coupled with increased pressure to boost visitor numbers and income, it was clear that there was a need for a strong visual identity to achieve standout in the competitive cultural sector, and to execute this brand consistently across the organisation.”

The new identity is part of a long-term Museum strategy to widen its customer appeal and resonance through a new brand positioning of 'sharing brilliance in science' and coincides with the June launch of the Science Museum’s revamped Who am I? and Antenna galleries in its contemporary science wing. The new climate science gallery atmosphere follows in November.