Founded in 1877, The National Museum of Ireland actively contributes to the collective memory and identities of all people with Irish connections and interests. Since originally opening on Kildare Street in 1890, the National Museum now spans four visitor destinations in Dublin and Mayo.

We were selected by The National Museum of Ireland to refresh its brand strategy and visual identity, and reposition the Museum in a rapidly changing and fragmented world. The refreshed identity established a simpler, more human, and energetic expression that helps the Museum ‘lift history out of the shadows’.

We evolved the core typographic symbol for the Museum, retaining a humanistic Irish character while bringing a more contemporary and robust sensibility. An extended colour palette and a customised sans-serif typeface support the core identity.

Beyond the visual identity, we worked with teams across the National Museum’s four locations to co-create a new set of brand values, ensuring that the new identity was aligned with and supported cultural change within the organisation.

The refreshed brand strategy was launched in late 2024. Working with the Museum’s roster of agencies and in-house design team, the refreshed visual identity will be implemented across print, exhibition, environmental and digital applications through 2025 and 2026.