Madame Tussauds

London design practice SomeOne commissioned Alison Carmichael to freshen up the logo of global tourist attraction Madame Tussauds. The new logo is part of the more digital-focused rebrand of the wax figure house.

Alison’s brief was to to create an “evolution not a revolution” of the word mark, so the new logo is essentially an update than starting a fresh new design. For Alison, it was a matter of refining logo, simplifying some of the forms, adding a bit more weight and streamlining it so that it felt more up to date.

The main focus was to create a logo that could be applied across all digital applications, working in line with SomeOne’s reconsidered BrandWorld – an entire operating system for the brand communications, from graphic to photographic assets, that can be used across all channels. SomeOne creative director Rich Rhodes says their BrandWorld is a “largely non-written, visual approach”.