Anatomy forages bespoke typeface from Horniman Museum collections and gardens for 125th anniversary campaign

In celebration of its 125th anniversary, the Horniman Museum in London has unveiled a new branding initiative called 'It's in our Nature,' developed in partnership with the design firm Anatomy. This campaign introduces a nature-inspired outdoor area. Anatomy crafted a unique letterset by sourcing letterforms from the museum’s gardens and collections, which involved team excursions to capture textures and patterns while collaboratively identifying letterforms. The resulting playful typeface ensures legibility for diverse uses and includes animated letterforms with dynamic motion design. A color scheme reflecting the museum's inviting atmosphere enhances the identity, complemented by a photoshoot featuring local community members. Dan Templeton-King and Tom Shuttleworth highlighted the campaign's emphasis on enhancing visitor experiences.