The National Museum of Iceland promotes the preservation, understanding and knowledge of Iceland’s cultural heritage and society. Through research and cooperation it creates quality exhibitions, education programs and publications, presenting Iceland’s historical context and its public treasures in an authentic, open-minded, responsible and innovative manner.

The institution's main goal is to promote quality of life and trigger inspiration.

The aim of the rebranding was to give more expression and voice to the brand and bring this renowned cultural institution into the modern age by transforming it into a clear, cohesive, vibrant and inspiring brand, rooted in the past but forward-looking, inviting a larger target group to learn and take part in Iceland’s heritage.

The identity was rolled out in print advertising in local newspapers and tourist guides, as well as brochures, tickets, environmental signage and digital communications, wayfinding system and maps, outdoor signage, flags, merchandise and printed stationery.

The National Museum of Iceland is one of the most highly regarded institutions in Iceland.

The geographical characteristics of Iceland have defined its cultural heritage and society through the years making it genuine and peculiarly unique, triggering inspiration throughout generations. "Inspirational heritage" is the concept that guided us to define the identity's main elements: typography, colour, layout design, photography and illustration.

The majority of the museum's guests are foreign visitors, so the new identity needed to recapture the imagination and curiosity of travellers, as well as invite Icelanders to learn more about their own heritage.

Typography was chosen as the main brand communicator as it can both convey relevant messages to the audience, as well as spark curiosity and intrigue. A typographical system containing four historical typefaces was crafted, two of which were created from scratch, the other two adapted from existing fonts. It works almost as an educational puzzle, inspiring participation and sparking curiosity about Icelandic culture and heritage.

The inspiration for the colour palette are some of the historical pigments used through out the collection, from a tapestry to a bible: mineral based pigments like vermillion, verdigris, bone white, red ocher, orpiment, azurite and gold.

The museum's artefacts are presented over a clean background colour, enhancing their uniqueness, and photographed in a simple but expressive, modern and stark way.

The rebranding of the National Museum of Iceland has given the institution an inspiring voice that invites people to participate, triggering their curiosity. This portrays the Institution as more accessible and open than ever.

There is a 5.000% increase in number of annual cards sold in comparison with the same period last year. From selling 20 annual passes a year, to sell 1.007 from last December to March.