Over recent years, Science Museum has been working hard to bring in new visitors and break free of the age old 'science is for geeks' adage. The 'adult-only' lates, for example, have been proving popular. Ooerr.
Science Museum has just announced a rebrand - a continuation in their effort to present a fresh, human and more interesting self. The only thing is, it must have been on a budget...or maybe no budget. Why do I say this? Well it's a hasty visual shortcut to present something new. A new logo, and a new font.
What they needed was a true rebrand. Something which harnesses their values, their value in today's society and brings their story and mission to life.
The cautionary tale is you get what you pay for. And if you don't cough up the big players won't put out...and quite right too. Sadly, the end result just doesn't cut it.
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