The museum’s new logo is inspired by vintage motoring posters
The National Motor Museum has revealed a new logo andd brand identity, which is inspired by the motoring heritage.
The museum, based at family visitor attraction Beaulieu in the New Forest was the world’s first permanent Motor Museum. Its origins began in 1952 when Edward, Lord Montagu displayed cars in his home at Palace House as a tribute to his father, John, 2nd Lord Montagu of Beaulieu one of Britain’s motoring pioneers.
The collection grew to become a separate museum in the grounds, and then in 1972 a new building was constructed, and the charitable National Motor Museum Trust formed.
The museum has worked with colleagues at Beaulieu, Loveable Creative and Zap Creative on the new brand design and concepts, which have updated its former logo in racing green.
Bryn Jones, National Motor Museum’s Marketing & Communications Officer explained how the logo was created.
“Inspired by vintage motoring posters, it captures the energy, emotion, and momentum of motoring. The ‘movement’ is not limited to two dimensions, it can also use angles and depth to create a 3D version of the logo, and animated, to further amplify the concept of energy and movement.
On the museum’s further branding, Jones said: “New typefaces will be introduced, and a motif called ‘the Road’ which will be used to give our creatives movement, pattern, and texture.
“Derived from our logo, ‘the Road’ is made up of a series of three lines that gracefully bend and curve, guiding the viewer’s gaze through our designs. This adds some visual interest to photography and visuals.”
National Motor Museum Chief Executive, John Murden said the new brand “reflects the Museum’s ambition to engage and inspire people with the story of motoring through world-class collections. Reflected in a tag line of ‘stories that move people’ the new brand introduces the Museum’s personality and key themes.”
