American Museum of Natural History

this rebrand is centralized upon the idea of carbon being the basis of all organic life, thus the backbone to a significant portion of natural history. you’ll see the main unifying mark of the brand is a hexagon. this is used to represent the shape carbon takes on when forming bonding structures with other molecules, a benzene ring. the visual language is loosely reminiscent of molecular structures bonding together and the freeform structure represents the entropy of the bonds itself. the freeform organic structure of the brand elements is playful and inviting for all ages to spark the desire to come in and learn something new.