National Museum

Founded in 1877, The National Museum of Ireland has grown to encompass four locations in Dublin and County Mayo, showcasing rich collections in Irish archaeology, natural history (Dublin’s famed ‘Dead Zoo’), decorative arts, military history, and folklife for hundreds of thousands of visitors each year. Their old wordmark, designed in 1996 by Ciarán ÓGaora at Zero-G, was well-known and well-loved, but both ÓGaora and the Museum felt it was due for a refresh to meet the institution’s evolving needs. Zero-G engaged us to reexamine the mark and craft proposals for a more contemporary execution that would preserve its humanist character and considerable brand equity.

The original wordmark had been designed in one-line and two-line versions; the striking but lesser-known two-line version would be our starting point. Through internal discussions, a variety of rough sketches were winnowed down to six more polished approaches, and then to one: a simple, warm, and energetic redrawing that referenced both Celtic knotwork and the flared pen-drawn strokes of insular calligraphy. The revamped symbol, along with an expanded color palette and new typographic standards, are designed to support a new set of brand values that will help the Museum ‘lift history out of the shadows’. Branding, strategy, print collateral, signage, and website design by Zero-G.