Igniting creativity within young people, a new identity for a museum designed to spark creative growth and draw attention within a bustling city.

The Birmingham Museum & Art Gallery is located in the heart of the city, yet no one knows it’s there. With little notice from younger audiences, BMAG wanted to overcome the noise and catch the eyes of those passing through.

The foundation of this new identity is inspired directly from the front of the building. The brand mark, is formed by the two gateway pillars. The mark acts as it’s own device. With the ability to stretch and move, it is used both to expand into the wordmark as well as contain key information.

BMAG primary displays the development of Birmingham, with exhibition spaces dedicated to various trades from the cities history. A series of icons have been developed for each key trade ranging from pottery to mining, which can be applied both contextually and for aesthetic purposes. To further expand on the concept of growth, a new brand palette has been developed, including a vibrant green (a colour widely associated with growth).