Client
Science Museum Jerusalem
Industry
Culture | Public Sector
Skills
brand_strategy | visual_identity | naming
Is there muse in a museum?
Big buildings, prestige, academia, pillars of culture, “do not touch” signs, silence, endlessness. These are just some of the thoughts that enter our minds when going to a museum. And even though they’re spaces in which we get to marvel at our culture, for some of us, they’re perhaps a teeny tiny bit inaccessible. This was the issue felt by the Jerusalem Museum of Science. From our perspective (and theirs too) this, of course, did a huge disservice to the magic of science. The best way to spark a connection? Bring science into the hearts and souls of the visitors, in a nutshell: make the science come alive.
WHAT's in a name?
We started breaking down the idea of the public conception of science. Something about this word sounds too big for the untrained ear and creates a barrier, instead of serving as a social and cultural source of cohesion. But just as any lock, this one has a key: our brand strategy reconnects science with its forever natural partner - curiosity. Throw in some playfullness, magic, inspiration - and you've got a space where you can examine, experiment and expand. Next, we've added a new brand name to the museum. Its official name, The Bloomfield Science Museum Jerusalem, is quite long, and although it carries great meaning and legacy - brand wise, we had to shake it up and make it curious. The museum's hebrew initials are MA, which translates to WHAT, and happens to work perfectly with the new strategy.
What does curiosity looks like?
The Science Museum's new visual language take the curious line of thought a step forward, literally. The new logo uses the brand name, MA, in round dynamic letters and conveys human touch, ease and intellectual movment. The line can be either long or short, create shapes and move in different rhythems.
It's a great visual tool that enables playfullness in the brand logo, texts and grids. We've chosen a colorful, vivacious and inviting color palette, along with a photography language that expresses insipirating, search and discovery. This helps position MA as a curiosity hub for all ages - so you can all present yourselves as scientist fron now on.
