Discovery World, a science and technology museum in Milwaukee, was reimagined as a flexible brand identity that more effectively targets families & reflects the creative atmosphere of the center’s visitor experience. The new logo plays with “D” & “W” letterforms; the “W” represents a bright yellow spark that depicts the world of discovery being uncovered by creativity. The brand utilizes a colorful, angular cubed pattern that is intended to visualize collaboration between different minds. Additionally simple textural photography provides more clarity and depth into what the museum offers.