One of the aims of the museum’s redesign is to further its appeal beyond the traditional family audience.
Michael Johnson, creative director at johnson banks, wrote in a blog post: “The museum briefed us to search for a more sophisticated visual identity, to avoid the usual science cliches of test tubes and mad, white lab-coated professors, whilst supplying more cut-through.”
“We were also keen to find a visual style that was much more than just a logo and could plant the museum back in the minds of audiences who might have forgotten them,” he continued in the blog post.
According to Johnson, all the banners in the front of the museum have been replaced, along with the elements in the museum concourse.
The new design will be applied to marketing collateral and retail products later this year.
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