London Children's Museum

Social Good Award

SAGECOMM

London, Ontario, Canada

On the left, London Children's Museum banners. On the right, London Children's Museum brochure.

The London Children’s Museum rebranding project marked an important identity evolution for a beloved cultural institution as it prepared to establish its new home. With more than 45 years of history, the museum sought a visual identity that reflected both its heritage and its modern, best-in-class learning space.

sagecomm led a comprehensive rebranding process, including narrative development, visual identity, custom brand elements and materials and a wayfinding solution to strengthen both brand recognition and visitor experience. The resulting design balances structure with play, featuring evolving stars that symbolize children playing and growing together. A custom colour palette—representing colour’s vital role as a part of childhood discovery and reflecting qualities of growth, creativity, happiness, trust, stability, well- being, enthusiasm, confidence, calm and friendship—distinguishes the museum’s seven exhibits while ensuring visual cohesion.

Extended through custom illustrations and brand elements, signage and program marketing materials, the identity brings the brand experience to life for an expected 150,000+ annual visitors, including one caregiver who said in a review: “There is a feeling of comfort that is hard to describe when you enter into a space and realize it was designed with you in mind.”