weis earth
science museum
logo DESIGN
The Weis Earth Science Museum is Wisconsin’s official mineralogical museum, located in Menasha, Wisconsin. It features over 10,000 specimens with 1,000 on display focusing on minerals, fossils, mining history, archaeology, and more.
After taking on a new director in 2019 one of the primary goals was a new logo. The shapes, as well as the colors were inspired by banded iron rocks from the Gogebic Range of Wisconsin.
WEIS EARTH SCIENCE MUSEUM ENTRANCE
FEATURING THE NEW LOGO
ORIGINAL LOGO
The museum's first logo was colorful, and easily caught viewers’ attention with its 3D look. However, it was hard to read, cartoonish, and not Wisconsin-relevant.
CREATING THE NEW LOGO
The goal for the new logo was to create something that was simple and easy to understand. We had to clearly communicate that this was a museum and educational facility of rocks, fossils, and geology. Relatability was huge as it had to be something people liked and would remember – whether they had visited a geology museum before or had an interest in fossils prior to visiting.
Galena is Wisconsin's state mineral which came as a suggestion from the client. Another suggestion was to use the Banded Iron rocks, found throughout Wisconsin as visual inspiration.
Image 1: The Weis Earth Science Museum
Image 2: A glimpse into the museum
Image 3: Banded Iron
THE NEW LOGO
The illustration is based on banded iron rocks. It was important to use Wisconsin specific rocks or minerals, and the Banded Iron provided interesting patterns and colors which create an eye catching look. This look transferred very well onto digital platforms, merchandise, signage, and more. It's detailed with plenty of movement, but bold enough to not overwhelm.
The words alongside the illustration were given different weights so that the most important part – that this was an earth science museum - became the clearest and quickest to read.
Together with the bold and easy to read text, plus the interesting rock illustration, viewers can recognize right away what they can expect to see when visiting the museum.
THE RESULT
Right: Weis' home page
Bottom Left: Soap packaging
Bottom Right: The museum's front entrance
Bottom Row: Social posts
