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PORTFOLIO/BRANDING

AMERICAN MUSEUM
OF NATURAL HISTORY

SCIENCE LEARNING CITY
IDENTITY

These are two of the proposed identities we developed for the AMNH's National Center for Science Literacy, Education, and Technology. The chosen logo was to appear on both print- and web-based versions of the AMNH/Carnegie Report "Science Learning City: A New Design for Middle School Education".

The focus of the report was to advance science education in America.  Science Learning City would be a hybrid delivery of science education to middle schoolers and should eventually change the paradigm for how a middle schooler learns science.

Direction we had to work with:

City in Science Learning City should be generic urban, not NYC recognizable

Science in Science Learning City refers more to an "approach" to learning than literally a middle school science curriculum; this approach focused on inquiry/hands-on/experiential learning

Logo should be upbeat, joyous, optimistic, exuberant

Logo should notfeel corporate or cold but should not be juvenile