Research showed that visitors were sometimes confused by a lack of consistency across the museum’s five venues: IWM London, IWM Duxford, IWM North, HMS Belfast and the Churchill War Rooms.
The agency brought the museum’s family under the initials IWM and used split blocks to represent the overarching theme of the ‘force of war’.
“Because the brief stated that the naming should move to the initials IWM, we started by setting the name in various fonts and styles,” said Gareth Howat, director of Hat-trick.
Hat-trick wanted to create a clean, modern look and eventually chose Interface, a sans serif face created by Dalton Maag, to help hold all the communications together.
The letters were then set in a block, and cut up by hand to represent a fragmented or shattered appearance. The block approach also referenced the architecture of IWM North, which was designed by Daniel Libeskind.
Six core colours were chosen as the agency wanted to broaden the choice that the in-house team had to work with.
“We chose a selection of bright, medium and dark colours, that were inspired by the collections of the IWM,” said Gareth. “The idea was to make the most of the colour combinations to set different tones.
“The range of IWM communications is wide – sometimes it is addressing family groups, and other times a much more adult,sophisticated audience.”
Below you can see how the logo and colour scheme are to be rolled out across different media and across the five venues.
The new brand will be rolled out gradually across IWM, starting with the promotion of the new exhibition Shaped by War: Photographs by Don McCullin, which runs at IWM London until 15 April.
It is due to be fully embedded in time for IWM’s major commemorations to mark the centenary of the outbreak of World War One in 2014.