One of Chicago’s oldest scientific institutions, the Peggy Notebaert Nature Museum of the Chicago Academy of Sciences—aka, Nature Museum—has been teaching citizens about nature since 1857. Design agency Span was recently brought in to create a new identity for this historic and multi-faceted organization.
Nature Museum’s previous logo and identity was complex, built from many nature-related shapes. It had a child-like feel, furthered by its use of primary colors. But the Museum is not just for kids: its serves many diverse audiences in a busy urban environment.
The new identity was inspired by Illinois prairies. It has a more sophisticated color palette that is still bright and welcoming, and it uses organic shapes that spark the imagination.
From the Span website: “... the color palette spans catalpa green to columbine pink to milkweed cream—unexpected blends that reflect nature’s diversity and beauty. The abstract icon evokes butterflies, flowers, and clouds—capturing the sense of wonder the natural world inspires. Beyond its official use, the icon serves as a lens to view the world and when composed into patterns, instills a sense of positive activity.”