Our brand
The following topics highlight the strategic approach for the organisation.
Manifesto
The Natural History Museum has always championed the natural world. And today, over 250 years on, we remain a global source of curiosity, inspiration and joy. We continue to make ground-breaking scientific discoveries. To unlock the mysteries of 80 million specimens. To share their stories with the world.
But in the face of our planetary emergency, we are determined to do more and to go further. To look deeper into our planet’s past and present to help shape a new future. Finding answers in nature, for nature. Encouraging collective exploration, participation and action. Choosing a better tomorrow, together. Visit, join or support the NHM today
Securing our future. It's in our nature.
Brand pillars
Unlocking the power of science
· Science at the heart
· Unique to the Museum
Championing 360º engagement
· Multi-platform, multi-site, multi-audience
· Digitalisation and accessibility
Inspiring advocacy and action
· Mission to inspire advocates for the planet
· Lots of ways to get involved
Amplifying our case for support
· An active invitation
· A louder voice
Vision
Build a future where both people and the planet thrive.
Mission
To create advocates for the planet.
Purpose
Protecting our planet. It’s in our nature.
Brand attitude:
A fundamental shift
From passive catalogue to inspiring catalyst
In the face of the planetary emergency, we are determined to do more and to go further. To look deeper into Earth's past and present to help shape a new future.
Boilerplate
A boilerplate is a summary that gets adapted in various ways. It's sometimes shortened for press releases, homepages or social media bios. Other times it's lengthened to provide more information, for example on an About us webpage.
Long version
The Natural History Museum is a world-leading science centre and one of the most visited attractions in the UK. A global source of curiosity, inspiration and joy, with more than 80 million specimens. It is the custodian of one of the world's most important scientific collections, spanning 4.5 billion years.
Our vision is to build a future where both people and the planet thrive.
Our role is to act as an inspiring catalyst, harnessing our global reach to turn audiences into advocates for the planet.
Our 350 scientists are finding solutions to the planetary emergency from protecting biodiversity through to the sustainable extraction of natural resources.
We welcome millions of visitors through our doors each year, our website is visited millions and millions of times and in the last decade our touring exhibitions have been viewed by more than 20 million people around the world.
Visit, join and support the Natural History Museum today.
Protecting the planet. It’s in our nature.
Short version
The Natural History Museum is a world-leading science centre and one of the most visited attractions in the UK. A global source of curiosity, inspiration and joy.
Our vision is to build a future in which both people and the planet thrive.
We aim to be a catalyst for change, engaging advocates for the planet in everything that we do. Our 350 scientists are finding solutions to the planetary emergency in all aspects of life.
Visit, join and support the Natural History Museum today. Protecting the planet. It's in our nature.
Brand Architecture
A monolithic brand
The chosen approach is for a monolithic brand model – one Natural History Museum. Allowing the whole organisation to unfiy behind the vision and the strategy.
An identity that can flex between different communications to accomodate a wide range of audiences, while providing clear navigation to specific areas, such as Members, Urban Nature Project or geographical locations, such as Tring.
