Field Museum Spec Rebrand

An identity redesign for the Chicago Field Museum.

Identity Design, Advertisement Design, UI/UX Design

The Field Museum of Natural History is one of the largest natural history museums in the world. It originated from the 1889 World's Columbian Exposition in Chicago, and the museum collection now has nearly 40 million artifacts.

This project examines the Field Museum's core values and explores how the brand's mark could represent the museum's many facets. The designed mark features a series of eight dynamic marks that each represent different aspects of the Field Museum's collection. The brand aims to market the museum to a younger audience, intending to foster a love for learning in the younger generations. Overall, the project aims to market the Field Museum's wide variety of content to its audience in a welcoming and exciting way.

Research

#337f7b

Mixing green and blue, this color represents nature and knowledge. The color also references Lake Michigan, which surrounds the museum campus area around the Field Museum.

Exciting

#f48862

This color is bold and bright, representing the joy the Field Museum brings to its guests. The color also stands out to children, promoting both education and entertainment at the museum.

Nature

#5B3727

This color represents the neutral shades of nature, a subject that the Field dedicates a large amount of its resources to.

Educate

#FAEED9

This shade refers to the tones of aged book pages, paying homage to the Field’s dedication to education.

History

#EAD9B9

This muted color represents the Field’s rich academic history and dedication to research, as well as the building’s own architecture.

This concept proposes a Field Museum app that allows for museum-goers to log their visits and gain points in order to raise consumer engagement. The app also allows for museum-goers to exchange their points for prizes like museum tickets and merchandise. The app would overall promote more engagement between the Field and their consumers, especially among younger audiences.

Photos courtesy of the Chicago Field Museum of Natural History.