This new sign for the V&A is wonderful. The museum commissioned Troika to make a sign for the tunnel connecting the museum and South Kensington tube station, and it’s bloody gorgeous. It’s a kinetic sculpture, rotating parts of the museum’s logo (in itself a wonderful thing, by Alan Fletcher in 1989) so that it reads at first from one side, and then from the other. I did wonder at first whether the V and A on Fletcher’s original logo were actually rotationally symmetric, and no, of course they aren’t, but for a sculpture like this the alteration to make them work like that isn’t at all noticeable. Go and watch the video (or of course, visit the museum) to see it in action. It’s so simple and yet so clever, whoever came up with the idea must have been quite pleased with themselves, and justifiably so.