The San Diego Natural History Museum is an organization that focuses on the history and unique biodiversity of the Baja California region. The museum hosts environmental programs in the community, with scientific research throughout the Southern California Peninsula. The museum needed a brand refresh that would help them stay current, while preserving the brand equity they have created over their long history.
The new brand identity keeps the nickname ‘The Nat,’ which draws from community shorthand, and places it in an icon to add flexibility to the system. Dynamic illustrations, icons, and photographs featuring dinosaurs and other natural history elements are used on branded elements. The new typographic system mixes Museo Sans, a neutral sans-serif, with Museo Sans W01 500.