American Museum of
Natural History
Visual Identity
Brand Strategy
Web Design
Editorial Design
D: Ze Feng
As one of the most preeminent scientific and cultural institutions since 1869. The American Museum of Natural History's mission crosses science, education, and exhibitions to spread knowledge about humanity, nature, and the universe.
The purpose of this update is to endow it with a younger and more contemporary visual system that closely aligns with the advanced mission.
IDEA/CONCEPT:
The core concept created for the brand is to interpret its encyclopedic, wide-ranging focus on inclusivity and its extensive global fame and influence while emphasizing the AMNH as a leader worldwide.
APPROACH:
I rooted the entire strategy and image in the spirit of the mission call to 'To discover, interpret, and disseminate—through scientific research and education—knowledge about human cultures, the natural world, and the universe.' creating an advanced, flexible, and contemporary visual system.
The core idea is 'The Windows of the Natural World,' and it developed the logo system through its typographic structure and bounding box as visual elements.
The color palette draws inspiration from the three main areas AMNH covers: nature, history, and the cosmos, using combinations of light and dark tones to convey the thematic depth.
The treatment of the modular typeface and pattern generator further uses the logotype as a fundamental element, displaying a natural and lively attitude as well as richness.
Logo System ↘
Print–Based Media ↘
Stationary ↘
Booklet ↘
Spatial Application ↘
Website ↘
Pattern Generator↘
