HOW SPAN REIMAGINED THE NATURE MUSEUM IDENTITY

Summary from the TLDR Design newsletter

Span redesigned Chicago's Peggy Notebaert Nature Museum around the colors, forms, and character of native Illinois prairies, creating a warmer and more expressive identity for both casual visitors and scientific audiences. Tonka provides an organic wordmark, while New Atten, seven colors named after prairie flora, and an abstract mark that can read as a butterfly, flower, or cloud give the system its distinctive character. The mark can frame photography, become a repeating pattern, or function independently, allowing the identity to extend across the website, signage, campaigns, posters, and museum store.