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London Science Museum rebrands

Johnson Banks has created a somewhat controversial new identity for the Science Museum in London. The typographically based logo is based on the concept of how science itself is something that needs to be decoded and figured out. The same decoding is necessary when viewing the new design.

The treatment is especially apt because the words "science" and "museum" are really rather generic words.

"After experimenting with several routes, the chosen idea stemmed from research we did on codes, puzzles, patterns and basic digital typefaces, and we found a way to shorten the word science so we could create a grid–like 'stack' of the letterforms," says Michael Johnson, principal of Johnson Banks. "When we shared it with the client – and with the public in research – it became clear that people read many meanings into it as they 'decoded' the letterforms. Some see it as futuristic, some as scientific. One respondent said it seemed 'binary, modern and classical at the same time'. This is a useful trait for a logo – it means many things to different people without being overly specific about one aspect of science over another, allowing us to use it on a myriad different applications." (Source: Creative Review)

creativereview.co.uk