Maximalism in Practice: The National Gallery Rebrand
The National Gallery in London unveiled a new visual identity that exemplifies the strategic use of maximalism. The rebrand blends historical art references with bold, modern typography to feel both distinct and globally relevant. This follows a broader trend where maximalism is being used not for chaos, but for layered storytelling and creating authentic, human-centric brands.
The award-winning rebrand for London's National Gallery is a conceptual project by designer Meng Chu Huang, created to solve a real-world problem: distinguishing the London institution from other "National Galleries" globally. The proposed identity uses a seven-line, double "L" frame to symbolize the seven centuries of art (13th to 19th) housed within, moving away from a typography-only logo to a more distinct emblem. This conceptual work aligns with the gallery's official five-year strategy (2021-2026), which focuses on expanding its global and digital audience in the run-up to its 200th anniversary in 2024. The gallery's real-world initiatives have centered on a major £85 million refurbishment of its Sainsbury Wing, which debuted in May 2025, and the first complete rehang of its collection since 1991. Instead of a complete visual rebranding, the National Gallery has heavily invested in its digital presence to widen its reach, a strategy that proved successful during the pandemic. This includes launching a new e-commerce site on Adobe Commerce in June 2022 and using SEO and PPC campaigns to grow online sales by 242%, reaching new audiences interested in gifts and home décor. An in-house digital team of 23 people is now focused on creating immersive experiences, AR apps, and a "Virtual Gallery" set to launch in 2025, supported by funding from Bloomberg Philanthropies. For a concrete example of a recent institutional refresh, designers can look to the nearby National Portrait Gallery. It undertook a major rebrand ahead of its June 2023 reopening, collaborating with Edit Brand Studio and brand strategists Boardroom Consulting. The new identity is rooted in the institution's own history, with illustrator Peter Horridge recreating a monogram based on an 1893 sketch by the gallery's first director, Sir George Scharf. This project highlights a common agency collaboration model, bringing together a brand strategy consultancy with a creative design studio. The identity system was built for flexibility, designed to work across everything from the museum's restaurant and shop to its learning center and digital platforms. A key component was the creation of a bespoke typeface, NPG Serif, developed by the renowned foundry Monotype, which was based on historical fonts found within the gallery itself.
