National Coal Mining Museum

Discover 180 years of history

The National Coal Mining Museum for England digs deep into the heart of what coal mining means to us and to this nation. 

They scratch beneath the surface and delve into the life below, unearthing the stories, the history, the pride, and bringing coal to life. They illuminate the past and light the future of our connection with coal, mining, and its rich heritage. They are the guardians of the deep, the custodians of coal, and the keepers of stories, treasurers of memories.

Initially briefed to create a new interpretation system for the site, we quickly realized that their existing logo was not fit for purpose and was especially difficult to read and work with. At this vital stage of redevelopment, we suggested a new identity that would set the scene for the interpretation and act as a springboard to renew the brand for the rest of the attraction.

The new identity took inspiration from mining heritage, the typography on old signage and noticeboards, and iconic historic brands such as the National Coal Board. A simple typographic logo mirrors the geology of mining and the layers beneath our feet. The condensed font allowed us to work with the long name of the museum while retaining a modular square shape that is easy to use in all formats. The color originates deep underground and is the ochre shade unique to Caphouse Colliery.