Museum of Science (MOS) sees a world where science can be for everyone, so that everyone can be benefit.

Motivated from their view of practicality in science, my rebrand focuses on the message that solutions are found within science. Research suggests that MOS has became less accessible to the under 25 audience due to their imagery being focused on families. However, with their demographic near Boston University and Cambridge College, reaching this audience group is a major strategic opportunity.

I created this logo by modifying the letter “E” in science. It is inspired by the mathematical brackets in equations that are often used to organize and analyze data in tables and graphs. The logo is animated with the intention that science are the answer to these equations. These brackets will also serve as the driver for this identity system.

The new identity system is intended to serve MOS for the long term. I designed the logo to be flexible enough for different applications such as physical installations and wayfinding system.

Allowing visitors to interact with the logo physically makes the branding more memorable and engaging.

This poster demonstrates how elements derived from the bracket can be used in promotions for the museum. The brackets are also made thinner compare to the logo to differentiate them between a logo vs a graphic element.

Since the focus of the rebrand is about science as solution, using the scientific method as a slogan can directly tap into students’ memories of when they learned this empirical method in school. The brackets in the institutional posters can be use to highlight images that represent what MOS is about.

This poster demonstrates how the identity system can be applied for promoting seasonal events and exhibitions.

In this scenario, the brackets in the event posters are used to highlight the names of the exhibitions, because the names need to be the most prominent first read.

I further explored the flexibility of the thinner brackets in the design of the tickets.

For corporate correspondence, only the logo version of the brackets are used.

I applied the same set of rules defined for this identity system to the website as well.

Lastly, I developed a full identity guideline including information about logo usage, color and typography, imagery, and application rules across media. Through this, I have provided what the Museum would need in order to make sure the new rebrand can be accurately brought to life by multiple designers.