Fall22 Identity Systems Rebranding Project

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NOTEBAERT MUSEUM REBRANDING

1 INTRODUCTION

2 ORGANIZATIONAL RESEARCH

3 DESIGN EXPLORATION

4 BRAND IDENTITY

5 APPLICATION

2 FALL 2022 IDENTITY SYSTEMS KITTY LAI SHU YIN NOTEBAERT MUSEUM REBRANDING

chapter 1.

INTRODUCTION

MUSEUM REBRANDING
NOTEBAERT

NOTEBAERT MUSEUM REBRANDING

About the Brand

Peggy Notebaert Nature Museum is a natural history museum run by the Chicago Academy of Sciences since 1857. It focuses on the natural history of the Chicago region, and offers educational programs for children and adults. The museum is known for its live butterfly house. Beyond on-site exhibitions, the museum also includes laboratory and conservation programs to research and enhance local ecology.

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CH 1. INTRODUCTION

NOTEBAERT MUSEUM REBRANDING

Mission Statement

To create a positive relationship between people and nature through collaborations, education, research and collections, exhibitions, and public forums to grow our region’s urban connection to the world of nature and science.

www.naturemuseum.org/about/

Target Audience

The museum mainly attracts families with children, educators, and natural science lovers. It targets a broad audience of all ages who lives in Chicago or the midwest region.

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CH 1. INTRODUCTION

NOTEBAERT MUSEUM REBRANDING

Brand History

The museum was first founded in 1857 as the Chicago Academy of Sciences, for amateur scientists to study and share specimens. It was the first private scientific museum, as well as the first public museum in Chicago. The current building is the museum’s third home, donated by Dick and Peggy Notebaert at the end of last century.

1857

Founded as the Chicago Academy of Sciences

1869

Opened doors to all visitors

� Became Chicago’s first public museum

1871

The Great Fire of Chicago

� Rebuild collection after destruction by the fire

1960

The

1894

New museum site at Lincoln Park

� Rich collections of local flora and fauna

� Known for public lectures and an accessible museum collection

1893

World’s Columbian Exposition

� The establishment of the Field Museum

� The academy reorientated itself as a local leader in science

1983

Education Department Formalized

1999

Opening of the Peggy Notebaert Nature Museum

� Expansion plans for more exhibition, storage and office space

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CH 1. INTRODUCTION
launch of Junior Academy

NOTEBAERT MUSEUM REBRANDING

Existing Brand Identity

A collection of the museum’s current trademark. Other than their main logo, there are at least five other variants in different forms and color combinations.

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CH 1. INTRODUCTION
1 4 2 5 3
Main Logo — Logo Variations —

NOTEBAERT MUSEUM REBRANDING

Existing Typography

There is a lack of consistency when comes to their choice of typefaces across different promotional materials. Here are three that appear on the museum’s official website.

Futura Sanchez Wanderlust

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Existing Brand Colors

The current brand uses a muted color palette consists of blue, green, red, and yellow. Blue is used the most in all branding components.

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1. INTRODUCTION
CH
HEX #0091d5 HEX #5fbc56 HEX #ef4223 HEX #faa61a Primary Color — Secondary Color —

NOTEBAERT MUSEUM REBRANDING

Existing Application

Examples of existing brand application. The museum lacks control of logo usage, and would benefit from a structured system for consistency and guidance across diverse forms and mediums.

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CH 1. INTRODUCTION

NOTEBAERT MUSEUM REBRANDING

Local Competitors

Three museum institutions in downtown Chicago. They are different in scale and purpose compare to the nature museum.

Field Museum

• Natural history museum

• Collection of artefacts and specimens

• National and international level museum

• Attracting 2 million visitors annually

Shedd Aquarium

• Indoor aquarium

• Attracting 2 million visitors annually

• Midwestern ecology focus

• Conservation and research initiatives

Lincoln Park Zoo

• Public outdoor zoo in Lincoln Park

• Family-orientated

• Youth programs

• Wildlife conservation programs

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CH 1. INTRODUCTION

NOTEBAERT MUSEUM REBRANDING

National Competitors

Other natural museums that are similar in scale in the United States. All of them have research institutions attached to public exhibition, also distinctive for their scientific research and education outreach programs.

California Academy of Sciences

• Research institute combine with natural history museum

• Houses 46 million specimens

• Four museums on site: natural history museum, planetarium, rainforest, and aquarium

The Academy of Natural Sciences of Drexel University

• A part of Drexel University, PA

• Research, education, public engagement

• Exhibition content includes climate, ocean and rivers, dioramas, dinosaurs

Harvard Museum of Natural History

• Established as the public face of the three research museums in Harvard University

• University’s collection and research

• Botanic, mineral and comparative zoology collections

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CH 1. INTRODUCTION

NOTEBAERT MUSEUM REBRANDING

Here is a collection of logos of relating themes and concepts.

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CH 1. INTRODUCTION
Affinity Logos Natural History Museum Children Museum

chapter 2.

ORGANIZATIONAL RESEARCH

NOTEBAERT MUSEUM REBRANDING

NOTEBAERT MUSEUM REBRANDING

Purpose Statement

Peggy Notebaert Nature Museum is a natural history museum operated by the Chicago Academy of Sciences. Located in Lincoln Park, the museum has a long legacy that dates back to 1857. It is tasked to connect the city to the world of nature and science through exhibitions, education, outreach, and conservation.

Character Statement

The museum is recognised for its community science initiative where people of all ages can get involve and collaborate to scientific research. It is known for its butterfly haven which is accompanied by laboratory research and conservation program.

14 CH 2. ORGANIZATIONAL RESEARCH
Brand
Platform — Peggy Notebaert Nature Museum is a community museum that provides Chicago residents an authentic connection to nature and science in the region. It offers exhibitions, education programs, as well as research and conservation initiatives. The museum is known for its butterfly haven and prides itself on having more hands-on science instruction than other museums in Chicago.

NOTEBAERT MUSEUM REBRANDING

CH 2. ORGANIZATIONAL RESEARCH

Position Mapping

The museum solely focuses on the natural history of Chicago and the Midwest region. It has a strong emphasize on community science, interactive exhibitions and hands-on instruction, which differentiates from other similar museum institutions in the city which includes a broader scope and are orientate towards tourists.

Compare to other natural history museum institutions

Academic Research

Harvard Museum of Natural History

The Academy of Natural Sciences of Drexel University

Local Collection

Shedd Aquarium

California Academy of Sciences

Smithsonian National Museum of Natural History

Global Collection Field Museum

Lincoln Park Zoo

Community Engagement

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Peggy Notebaert Nature Museum

NOTEBAERT MUSEUM REBRANDING

Image Mapping

Curating a visual moodboard with images, to establish a sense of the overall tone of the brand.

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CH 2. ORGANIZATIONAL RESEARCH

NOTEBAERT MUSEUM REBRANDING

CH 2. ORGANIZATIONAL RESEARCH

Brainstorming

Exploring commonalities between main themes of museum, community, nature, and the local region.

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NOTEBAERT MUSEUM REBRANDING

Change in Brand Name

The museum has been commonly known as “Notebaert Museum” among locals, hence I proposed to simplify the name to enhance clarity and brand memorability.

Peggy Notebaert Nature Museum

Notebaert Nature Museum

P.N. Nature Museum

Nature Museum

Notebaert Museum

18 CH 2. ORGANIZATIONAL RESEARCH

Keywords

These are some keywords about the brand, summarized from the research phase to help guide the design direction.

19 CH 2. ORGANIZATIONAL RESEARCH
#nature #discovery #community #connection #hands-on #education
NOTEBAERT MUSEUM REBRANDING

chapter 3.

DESIGN EXPLORATION

NOTEBAERT MUSEUM REBRANDING

NOTEBAERT MUSEUM REBRANDING

CH 3. DESIGN EXPLORATION

Brainstorm Sketches

Brainstorming a variety of design ideas.

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NOTEBAERT MUSEUM REBRANDING

CH 3. DESIGN EXPLORATION

Initial Design Concept

From the sea of sketches, I picked out ten design concepts to develop them further. I explored as much approaches as possible, ranging from typography to image-base, from minimal icons to dynamic systems.

* academic+friendly

* slab serif

* emphasise on “notebaert”

* children+education

* basic geometry

* children+fun

* shapes

* handwriting

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1) Letterbase 3) Letterbase 4) PN initial as icon 2) Letterbase

NOTEBAERT MUSEUM REBRANDING

Initial Design Concept

From the sea of sketches, I picked out ten design concepts to develop them further. I explored as much approaches as possible, ranging from typography to image-base, from minimal icons to dynamic systems.

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CH 3. DESIGN EXPLORATION
5) Evolve from previous mark 6) Butterfly imagery 7) Components+Divisions 8) Butterfly Haven

NOTEBAERT MUSEUM REBRANDING

Initial Design Concept

From the sea of sketches, I picked out ten design concepts to develop them further. I explored as much approaches as possible, ranging from typography to image-base, from minimal icons to dynamic systems.

9) Discovery imagery

10) Quadrant+Butterfly

fun, friendly shapes handwriting reference to original mark

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CH 3. DESIGN EXPLORATION
Final Choice of Design Concept Concept#2

NOTEBAERT MUSEUM REBRANDING

CH 3. DESIGN EXPLORATION

Design Development

After the design direction was selected, I experimented with different typefaces to create the form. It was more challenging to work with existing typefaces. I then switched to hand-lettering instead so I could customize individual letters and spaces in between.

Existing Typefaces

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Hand-lettering

NOTEBAERT MUSEUM REBRANDING

CH 3. DESIGN EXPLORATION

Design Development

Potential opportunity for a dynamic system using icons to represent the four components within the institute: research, exhibition, education, and conservation.

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Variation#1 Variation#3 Variation#4 Variation#2 fauna type flora

NOTEBAERT MUSEUM REBRANDING

CH 3. DESIGN EXPLORATION

Form Refinement

Figuring out a way to organize the letters so it fits into a circular container but does not lose legibility at the same time.

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NOTEBAERT MUSEUM REBRANDING

CH 3. DESIGN EXPLORATION

Color Explorations

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Single color Two colors

NOTEBAERT MUSEUM REBRANDING

CH 3. DESIGN EXPLORATION

Alternative Design

An alternative design style that uses cursive lettering to improve legibility. It also opens the possibility for more organic and connected elements.

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chapter 4.

BRAND IDENTITY

MUSEUM REBRANDING
NOTEBAERT

NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Logo

The logo is the primary visual icon of the museum’s identity. All letterforms are customised and should never be modified.

Minimum Size

To ensure legibility and impact, the logo should not be reproduced smaller than 1/2” in any print form.

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1/2”

NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Logo Safe Zone

The logo’s safe zone is same as the height of the stylized ‘o’ on all sides.

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X X X X X

NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Logo Alternative

A black and white logo alternative if material is unable to be produced in color.

Logo with Container

Choose one of these logo options when there is a color background or imagery.

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NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Examples of Incorrect Logo Usage

The logo should not be modified or recreate under any circumstances. Use the original version and avoid making new variations. Refer to the provided examples of approved color pairing and background combinations in the previous page.

DO NOT use unapproved color for logo

DO NOT put color logo on unapproved color background

DO NOT rotate or tilt logo

DO NOT distort or stretch logo

DO NOT add drop shadow or other effects

DO NOT place the logo on a complicated background that decrease legibility

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NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Secondary Logo

Use one of these secondary logos in a formal situation that requires the full title of both the museum and Chicago Academy of Sciences.

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NOTEBAERT MUSEUM REBRANDING

Typography

The brand uses apercu family as the primary typeface. All caps and italics are allowed to create visual hierarchy.

Titles and headlines —

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890

Body —

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890

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4. BRAND IDENTITY
CH
Apercu
Apercu Bold Apercu Light
Apercu Black
Regular

NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Brand Color

All brand materials should be using the primary brand colors. Secondary colors are used as occasional highlights.

Primary Colors —

HEX #24a737

CMYK 78, 0, 100, 0

RGB 36, 167, 55

Secondary Colors —

HEX #00ace6

CMYK 78, 7, 0, 0

RGB 0, 172, 230

HEX #bdbdbd

CMYK 29, 22, 22, 3

RGB 189, 189, 189

HEX #000000

CMYK 91, 79, 62, 97 RGB 0, 0, 0

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NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Decorative Element

Illustrative elements can be incorporated in brand materials as icon, graphic, and texture background. It is a modernized version of the previous logo. New icons are also introduced to ensure all elements are related to the museum or local region.

Previous brand logo

Iconography —

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Birds of Chicago (Museum Permanent Exhibition) Judy Istock Butterfly Haven Istock Family Look-in Lab Museum Field Trips Blanding’s Turtle Preservation Program *Species categorized as endangered or threatened in Illinois.

NOTEBAERT MUSEUM REBRANDING

Decorative Element with Logo

Extended decorative asset that integrates graphic icons with the typographic logo.

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CH 4. BRAND IDENTITY
Spacing Reference

NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Decorative Pattern

Icons can be tessellated to form patterns. Here are two color options for patterning.

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NOTEBAERT MUSEUM REBRANDING

CH 4. BRAND IDENTITY

Possible Pattern Scale

Zoom pattern in and out to create a diverse graphic language. Scale of pattern can range from multiple repeats to single cropped icons.

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Full Pattern Cropped Pattern

chapter 5.

APPLICATION

REBRANDING
NOTEBAERT MUSEUM

NOTEBAERT MUSEUM REBRANDING

CH 5. APPLICATION

Stationery Applications

The application of multuiple logo variations to stationery items. These items are only in primary brand colors.

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NOTEBAERT MUSEUM REBRANDING

CH 5. APPLICATION

Museum Application

Items that are important to the museum’s day-to-day operation, such as identification cards, admission badges, and museum gifts.

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Identification Card Admission Badge Tote Bag

NOTEBAERT MUSEUM REBRANDING

CH 5. APPLICATION

Museum Application

Museum map for visitors on exhibition and event information.

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NOTEBAERT MUSEUM REBRANDING

CH 5. APPLICATION

Environmental Application

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Logo application on museum entrance and graphics for glass distriction. Entrance Signage Glass Distraction
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