heART 
Children's Museum Rebrand

This student brief to update the brand for The New Children’s Museum in San Diego, California needed to highlight the museum’s emphasis on access to art and hands on artistry for kids in a very diverse area.
Concept work for student project. 


Early stages of this project included heavily researching both the history and the purpose of the museum. Their desire to use art in unique ways to help kids with development and expression really needed to be expressed by the brand direction. It was decided that the use of art inspired kid friendly shapes and colors would help capture this. 


The new name builds from the museums care for the community as well as their focus on art and artists. It is presented as a responsive logo that can be used in any of 5 colors, emphasising the diversity of expression at their facility. These shapes are also used in various combinations in all vowel letters for additional signage at the museum.


When used with photos the graphic elements are allowed to take over the background of the image. Images themselves are given a warming treatment. 

When photos are not used, the variety of colors and shapes within the graphic elements and type allow for either a clean paired back look or a fun bright presentation.