Inspired by her study abroad experience at the University of the Arts London, designer Meng Chu Huang has unveiled a rebranding concept for The National Gallery. During her time in London, she became captivated by the gallery’s unique charm and commitment to historical art, particularly its collection of paintings dating from the 13th to the 19th centuries. Her project seeks to make The National Gallery more recognizable and accessible to a global audience, enhancing its presence among the world’s leading art institutions.

One of the key motivations behind the rebrand is to distinguish The National Gallery, London, from other similarly named institutions worldwide. Currently, searches for “The National Gallery” often yield results from various countries, making it challenging to identify the iconic London institution. Additionally, its current typography-based logo lacks visual distinctiveness. Through her research, Huang identified that the gallery’s focus on historic paintings, especially 2D works, sets it apart from other museums, and she aimed to capture this uniqueness in a new logo.
The reimagined brand identity introduces a double “L” frame, symbolized by seven lines that represent the paintings spanning centuries from the 13th to the 19th. This new emblem not only reflects the timeless elegance of art history but also breathes fresh energy into the gallery’s visual identity.
To strengthen global recognition, Meng Chu also proposes a slight name shift from “The National Gallery” to “National Gallery London,” embracing historical naming conventions that emphasize its location. This addition enhances its distinctiveness, aligning it closely with London and solidifying its identity among international art institutions.

The National Gallery’s mission has always been to preserve and share its collection for future generations. As a leading institution dedicated to historical painting, it offers visitors a unique journey through the rich tapestry of art history. Meng Chu’s rebranding concept and design underscores this commitment, celebrating the gallery’s legacy while positioning it for a more prominent global presence.