What are museums for? When National Museums Scotland decided to review their brand, they put the logo to one side, and started with the big questions; who are we, who are our competitors, what makes us different, who do we want to engage, and what do we want them to do and know?
Finally, ‘musketeer branding’ is more practical, as you don’t spend precious time and money reinventing the wheel for every new, short-lived exhibition or event. However, we didn’t want homogeneity. The brand toolkit gives us a framework, but we vary the placement and treatment of copy and colour, and what we say and show, to give us flexibility, enable creativity and show distinctiveness and variety to our audiences.