The Children’s Museum of Pittsburgh hired Pentagram’s Paula Scher team in New York City to refresh the brand identity of their institution and also design the signage, wayfinding and environmental graphics for their new MuseumLab. The Lab is an interactive space for older kids to play and simultaneously learn about tech.
The refreshed identity retools the previous wordmark in a new font, the clean, geometric Sharp Sans Display No. 1. The friendly “hi” in the name is highlighted in color, and a line under the “M” doubles as an anchor and organizing element, also used in an abbreviated monogram version of the logo. Sharp Sans was customized for the Lab logotype, with strokes on certain letters removed for a more streamlined, “mature” appearance, to differentiate the two institutions but still make them feel like part of the same family. The new identity also introduces a broader palette of bright colors, with the Lab appearing in green.