SM&AG Shrewsbury Museum
& Art Gallery
Branding, Printed Matter
London, May 2018
When SM&AG approached icoDesign the brief was clear: to create a brand-identity
which could help to unify the museum’s visual
communication and that aligns with its new core
values: customer experience, family focus, resilience
The graphic approach adopted reflects the
new values and ambitions of the museum whilst being
accessible and pragmatic, welcoming and inspiring,
modern and memorable.
In essence it’s a new visual system that allows to
change the Museum’s perception within the public and
raise its profile to an attractive and iconic, yet local,
cultural destination for everyone.