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WorkGraphic Design

dn&co's new identity for the Museum of the Home is inspired by light and shadow

London studio dn&co has created the brand for the Museum of the Home, the iconic East London attraction due to reopen next summer following an £18.1 million refurbishment.

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Ten colourful posters from the Museum of the Home's rebranding campaign mounted on a brick wall, with a blurred figure walking past

Formerly known as the Geffrye Museum of the Home, the new identity marks the museum's evolution from historical displays to a more modern platform where the idea of 'home' can be explored, expressed, debated and shared.

Inspired by light, and the shadows cast when focused on an object, the identity features a custom typeface, designed by dn&co and produced in collaboration with Colophon Foundry, distinctive diagonal layers, and a colour palette inspired by the museum's architecture, surroundings and gardens.

Gabriel Weichert, design director at dn&co, says: "Light plays an incredibly important role in homes. It creates spaces, sets the atmosphere, brings things to the fore, or hides them from view.

"At the heart of the brand identity sits a unique typeface – Home Sans – created by shadows. The font is dynamic and can adapt to the message you want to convey, to the audience you are talking to, or respond to a physical or digital environment.

"The graphic language also uses layers of shadow to reveal different kinds of content – typography, illustration, photography. Conceived as a flexible system, it shares the visual cues that make it instantly recognisable as the Museum of the Home."

dn&co developed the brand strategy, name, positioning, and brand identity. Its team is currently working on the museum’s wayfinding programme, due to be completed next year.

Museum of the Home logo in white sans-serif text on a coral-orange background
Red card with white "HOME TRUTHS" text standing at an angle on a white surface with geometric shadows
Folded green brochure for Museum of the Home featuring layered teal and blue botanical leaf illustrations and "Garden Guide" text
Two bus shelter posters displaying the Museum of the Home's "Pets" exhibition, featuring a whale and a cat illustration on a brick wall background
Stacked copies of the Museum of the Home's new branding materials featuring bold blue and orange sections with "Dream Homes Home Truths" text in a custom typeface, casting shadows on a white surface
Branding materials for Museum of the Home showing an orange business card and white stationery with diagonal layered design elements and red typography on white background
Hand holding a smartphone displaying the word "SLEEP" repeated in green text on its screen
Blue denim tote bag with Museum of the Home logo in red text on the front pocket
Brown cardboard packaging with a red numeral 3 cut out and the Museum of the Home logo printed below, displayed against a white background
Blue tote bag and white notebook with Museum of the Home branding displayed on a colourful surface
Two enamel cups with contrasting coloured panels and white interiors, one in teal and dark green, the other in navy and orange, showcasing the Museum of the Home's colour palette
Street billboard for Museum of the Home featuring the question "What does your idea of home say about you?" with an image of a simple desert dwelling
Cork doormat with "Welcome Home" text in white lettering, placed on a doorstep
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