The Natural History Museum in London has launched a new brand in an attempt to distance itself from a traditional, heritage-based image and move towards a more contemporary, commercial identity.

Created with Hat-trick Design, the brand uses the letter “N” to display a selection of photographic images of nature. The images include a highly magnified image of plankton, an extreme close up of a chameleon’s eye and a view of Earth from space.

Sharon Ament, director of communications and development, said: “We needed to show that the whole essence of what we do at the museum is rooted in the natural world.

“We’re confident that the new expression of our brand will enable us to bring these very diverse elements together to generate powerful messages that truly represent the work if this organisation.”

The new brand will gradually replace the ‘tree of life’ logo, which the museum has been using since 1989.