Well, I don't get it. I appreciate that the IWM logo has to be versatile across the many sorts of media that the museums deal with but this doesn't do it for me. The idea that the logo needs to be strong to withstand use reversed out on stock photos, videos as well as regular corporate material lends itself to this BBC style design but I think it is left wanting. The proportions of the key stone element are unkind and the step up between the words is just silly. (Low voice) Imperial, (high voice) War, (Low voice) Museums.
Like the idea of bringing the plural Museums into play to reflect the nationwide aspect and also the great vibrant colours used but overall feels quite unbalanced and Eye Double Ewe Em isn't that much less of a mouthful than Imperial War Museums…
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