Based around the core proposition ‘real things, revealing stories’ developed by collaborators Jane Wentworth Associates, a new logo was designed to replace the six separate museum logos and features two question marks and two exclamation marks in the shape the Scottish Saltire. This was then unfurled across the institution, bringing together the six museums with a consistent identity whilst being flexible enough to appeal to different audiences.

With shared values and a vision to put its visitors at the heart of everything it does, National Museums Scotland has repositioned itself as a place for visitors to share ideas, not just receive information. The use of questions and answers became an editorial idea across all communications materials, successfully helping to engage audiences.

After providing full implementation guidelines, the brand identity was applied to stationery, signage, printed materials and banners around the museums.