Pentagram recently launched the new brand for the California Academy of Sciences in San Francisco. The new identity is similarly integrated into the museum experience. Woven out of organic curves inspired by the roof, the new identity has been described as “The Fabric of Life.” Radiating outward from a center oculus, the symbol appears to be growing—reinforcing the cyclical and dynamic nature of the natural sciences. Based on the Whitney typeface by Hoefler & Frere-Jones, the customized logotype grounds the symbol, echoing the horizontal format of the building. The colors of the symbol speak specifically to the Academy’s location and mission: international orange is strongly connected to San Francisco (the color of the Golden Gate Bridge) and the architectural details within the Academy’s new building; green represents life and the natural world; and gray reflects the city’s famous fog and the concrete building (and to those in the know, its LEED® Platinum-level rating).
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