Rebrand Discovery World, a science & technology museum in Milwaukee, with a flexible brand.
A new brand identity that more effectively targets families & reflects the creative atmosphere of the Discovery World visitor experience.
The logo plays with “D” & “W” letterforms, the “W” represents a bright yellow spark depicts the world of discovery being uncovered by creativity.
In accordance with each exhibition, an icon is created to help with wayfinding in the museum. These icons take on half of the Discovery World logo to create different shapes that are associated with that specific exhibition. The icons are seen applied on ID badges (that are also color-coded by floor), elevator signage, floor decals, and within the map. Going along with the idea of the logos representation of “uncovering discovery”, the aspect that is constantly changed among the icons is the element of “what is being discovered.”
These poster applications further visualize the concept of the logo by revealing one of three elements and materials that can be “uncovered” at Discovery World. These textural photographs give a hint at what can be found at the museum, which hopefully sparks curiosity in those viewing the posters. The photography can also be seen in other areas of the brand, such as on ticket stubs and social media ad applications.