Span Draws on Illinois Prairie for Peggy Notebaert Nature Museum Rebrand
The Peggy Notebaert Nature Museum in Chicago has unveiled a fresh visual identity crafted by Span, under the direction of Nick Adam, marking its first significant branding overhaul in two decades. Established in 1857, the museum aims to engage the Chicago community with nature and science. The new design incorporates a wordmark utilizing Tonka and New Atten typefaces, positioning NATURE MUSEUM beneath PEGGY NOTEBAERT. A circular emblem featuring a butterfly serves various purposes. The color scheme, inspired by prairie plants, includes shades like Catalpa, Evergreen, Columbine pink, Aster blue, Compass yellow, and Milkweed cream. A vertical banner adorns the entrance, and Span has also revamped the website and signage. President and CEO Erin Amico remarked that the new identity embodies the museum's growth.
Key facts
- Span, led by Nick Adam, designed the new identity for the Peggy Notebaert Nature Museum in Chicago
- The museum has connected Chicagoans with nature and science since 1857
- The rebrand follows a new strategic plan and updates an identity largely unchanged for about twenty years
- The wordmark uses Tonka by Céline Hurka, paired with New Atten by Miles Newlyn
- The palette comprises seven swatches named for prairie flora, each specified with PMS values
- The butterfly icon doubles as a standalone mark, a photographic lens and a pattern field
- Span also redesigned the museum's website, signage and store collateral
- President and CEO Erin Amico said the identity takes a transformative step forward
Entities
Artists
- Nick Adam
- Céline Hurka
- Miles Newlyn
- Sir David Attenborough
- Erin Amico
Institutions
- Span
- Peggy Notebaert Nature Museum
- Chicago Academy of Sciences
Locations
- Chicago
- United States
- Illinois