The Story of Our New Visual Identity

December 1, 2015 

On the eve of our 25th anniversary (to commence 2016), the Museum is thrilled to unveil a new logo and visual identity that expresses who we are at this pivotal milestone and our exciting road ahead, while celebrating our history.

A quick look back at our logo evolution:

The Bay Area Discovery Museum was founded on a commitment to early childhood discovery and continuing this commitment has required shifts in our thinking and approach along the way. For example, in the last few years we have greatly expanded our impact beyond the Museum’s campus, to reach underprivileged children in the community, who would not otherwise have access to our resources, and to advocate for creativity development at a national scale, through our research division, the Center for Childhood Creativity.

The most recent Museum logos were place-based, communicating what is still one of our best assets, our one-of-a-kind location at the foot of the Golden Gate Bridge, but they did not convey the growing expanse of our reach.

Additionally, the Museum has grown up, to now incorporate robust, outcome-oriented STEM programming that extends to older kids (such as our much-anticipated, first-of-its-kind early childhood Fab Lab). We needed an identity that reflected this older, more rigorous Museum, without losing any of the fun.

We engaged MRY to help us articulate our brand proposition as “Creativity First,” asserting creativity as the foundation of all other milestones in educational development leading to success in all facets of life. MRY also helped define the Museum’s brand attributes, the descriptors of who we are – inquisitive, imaginative, persistent, passionate and smart – that would guide our process.

With this framework in mind, we brought on identity designer Chris Inclenrock, and, after months of exploration, arrived at our winning concept, “Blocks,” and our winning logo:

The linear block aesthetic communicates our brand proposition, representing the foundational and fundamental role of creativity in children’s development, while also reflecting our attributes: it's curious and smart, fun and imaginative. The overlapping shapes feel modern and clean, growing our brand up and extending beyond our site.

Most important is that the Museum's visual identity read as inviting and playful to our core audience, and the palette, comprising variations of primary colors, plays a big role in this. Each letter in the Museum’s acronym pops with its own vibrant hue.

The identity is rounded out with the Adelle typeface, a serif font that lends a unique quality and differentiates our brand.

And though the new identity makes no direct correlation to the past logo, the square, multicolored mark recalls something of yesterday, too. We hope you love our new look and feel as much as we do!

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