V&A South Kensington

The V&A has been based in South Kensington for over 150 years but is now expanding; by 2025 there will be five venues in the UK, including Young V&A and V&A East, V&A Dundee.

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Pentagram facilitated collaborative sessions to establish a strong central strategic framework that could express the V&A’s mission to champion creativity in all its forms for everyone—and do so in a way that was ownable for each individual Museum site.

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The principle was always to create a family of venues, each serving their specific audiences, each with a specific voice in a family of voices, and each playing a specific part in a united purpose.

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Integrating the South Kensington site into the new ‘V&A Family’ provided a challenge, as the variety of stories told by the Museum is immense, with exhibitions on everything from Beatrix Potter to the recent Diva show.

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With Alan Fletcher’s logo still very much at the centre of the brand, V&A South Kensington has an instantly recognisable visual language.

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The V&A South Kensington’s new visual identity is based on the idea of depth and is designed to reflect both the scale and breadth of the exhibitions at South Kensington and the way the museum goes about creating them.

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Bold headlines are integrated into photographs, with type becoming an inherent part of the image.

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An underlying graphic language acts to unify the diverse range of content that appears across the Museum’s different platforms.

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