The British Library

The history of the Jewish, Christian and Muslim faiths has often been fraught with tension, but 'Sacred' demonstrates how closely they are linked. 'Sacred' was the British Library's most ambitious exhibition to date. It proved the most successful, both in terms of visitors (over 200,000), and of the overwhelmingly positive reaction from press and public alike. The Times rated it the top summer exhibition of 2007 in London. On display were 150 texts including a Dead Sea Scroll, a Qur'an all written in gold, and the world's oldest complete Bible. Prominent visitors included Prince Charles, Prince Philip, Prince Moulay Rachid of Morocco, Prince Hassan of Jordan, former PM Tony Blair and ambassadors from 35 countries.

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Our solution to the naming and brand style evolved from careful research and the thorough testing of ideas with faith groups and the public. Eventually the name 'Sacred' emerged as both acceptable to all faiths but contemporary in tone — to attract broader secular audiences — supported by a welcoming message 'Discover what we share'.

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Using the exquisite illustrations of the ancient texts, we simply brought them into the modern era, with an underlying message of continuity and relevance.

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