Using an existing museum, create a flexible brand system. Create a kit of parts for generating a visual brand/identity for a company/organization. The goal is to design a system that is capable of generating an open ended set of variations rather than a fixed solution.


The Chicago History Museum’s brand is inspired by the Chicago Flag and the famous architecture of the city. The bold, six point star alludes to the significance and history of our beloved city.  The heavy use of photography and flexibility of the star and work mark represent the multitude of stories that the museum shares. The solid, geometric typeface is a nod to the city’s more modern side.