To mark its 125th year, London’s Horniman Museum worked with design agency Anatomy on an “It’s in our Nature” campaign built around a bespoke alphabet foraged from the museum’s own collections and gardens. Rather than reach for an existing typeface, the team documented textures, specimens, architecture and butterflies on site, then drew letterforms from those found shapes — an organic, lively letterset designed to grow through community contributions. The typography aims to feel playful and curious while still reading effortlessly across everything from billboards to social posts.
