A revitalised identity for the world’s largest collection of living plants


Kew epitomises many aspect of what makes London unique, with its sprawling green space, its royal heritage and dedication to innovative research. At the centre of the identity is the re-drawn Kew logotype. Always used with confidence and authority, it is at the heart of the brand and all its applications. It is always clear, expressive and used with integrity. This is seen with promotional posters, where the logo is proudly in the middle of detailed images of plants, expressing the brand’s confidence and intertwinement with nature.

Designed whilst at Pentagram, under the direction of Harry Pearce. Botanic photography by Carol Sharpe.