The Beautiful Meme creates Heath Robinson Museum identity

The Beautiful Meme has created the identity for the Heath Robinson Museum, set to open in Pinner next year. The site will celebrate the life and work of the bonkers 20th Century illustrator, designer and artist, best known for his crackpot contraptions and surreal approach. The logo is inspired by those machines, but aims to avoid “the obvious route and litter our identity with frayed string and cogs,” says The Beautiful Meme’s Ben Haworth. He adds: “The amazing thing about Heath Robinson’s machines is that they all look like they could actually work, there’s an internal consistency to them and you can’t resist tracing your eyes around the illustration to see what connects to what. When designing the logo we wanted to replicate Robinson’s mad logic, and craft something that felt like a contraption, something that you had to work at a little to read.”