01

Bugs

Larger-Than-Life

Objective

Redesign an existing logo for a traveling exhibit that better represents the exhibit itself as well as the California Academy of Sciences. Create a wordmark that is on brand and works on numerous deliverables handled both in-house and out. Supply motion graphics that will be on display in the museum lobby to inform visitors of new exhibit. 

Approach

Bugs showcases the amazing adaptations bugs have developed over millions of years to survive in almost every environment on Earth. Through a combination of immersive chambers, large-scale models, specimens, and interactive lab tables, visitors will experience the world as bugs do and think about what we can learn from these tiny creatures. The aim of the exhibition is to transform attitudes and open up hearts and minds to new learning.

Reflecting the idea of bugs as intriguing creatures, the wordmark presents a playful take on their morphology (ie antennae) in an elegant approach that appeals to all ages.The linework of the letterforms hints at the complex structures and intricate art nouveau graphics to be discovered in the exhibit. The wordmark utilizes the typeface Clariday which is inspired by hand-written specimen labels found in the Academy's Collections.