Young V&A

Created in 1974 as an active space for children to play, imagine and design, Young V&A inspires and entertains young visitors in a participatory, courageous and guiding way.

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Building on the V&A’s mission to champion creativity, Pentagram’s task was to reimagine the brand of the V&A Museum in Hackney and express its unique voice within the wider brand family.

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The Young V&A brand needed to reach a more diverse audience both in age and cultural background.

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The new brand identity for Young V&A aims to be more expressive and invite participation.

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Pentagram hacked the museum's custom Spiller typeface, mixing its Extrabold weight with a selection of handmade characters and creating a playful, diverse and participatory brand look. The hacked typeface has a cheeky, lively and free-flowing voice.

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Inclusive and inquisitive, Young V&A is a shining example of what the museum of the future can be, inviting young people to get involved and igniting their creativity.

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