The brief was to create a distinctive and authentic brand identity for the UK’s largest purpose-built museum in over a hundred years and the world’s first national museum devoted to the history of a regional city. The Museum of Liverpool is the latest addition to National Museums Liverpool, a group with a total of eight venues and world-class collections. Together, they tell the story of Liverpool and represent its unique geography, history, culture and relationship to the world.
Less well known than its more famous neighbour, Tate Liverpool, National Museums Liverpool wanted to raise the awareness and popularity of all the venues in the group, so that it could compete more effectively with both Tate and the many other cultural and entertainment destinations in Liverpool. National Museums Liverpool chairman Sir Phil Redmond saw an opportunity to create a world-class museum brand for Liverpool, with the new Museum of Liverpool serving as a catalyst and gateway to the variety of cultural experiences offered by the group.
First we created a brand idea based on the simple premise, “Get Liverpool.” This was an offer to anyone to experience the continuing story of a great city and the world in new and exciting ways.
Taking inspiration from Carl Jung’s quote, “Liverpool is the pool of life” and the highly sociable personality of Liverpool’s people, Angus Hyland designed an identity based on a distinctive L, decorated with a repeating pattern of the group’s name to represent the verbal nature of the city. Angus then created a vibrant family of identities with each venue having its unique voice, but using a common visual language. Each venue was colour coded, used variants of a common font and was endorsed by the group. This identity system provided flexibility and transferred brand equity across all the venues and the group.
It's too soon to know how effective the brand identity has been, but the new museum received over 250,000 visitors in its first month, over three times the number predicted by the group and over half the population of the city as whole.
Thanks to Tim Fields of Fields of View for the photograph.