“Since 1857, the Peggy Notebaert Nature Museum of the Chicago Academy of Sciences (known as the Nature Museum) has connected Chicagoans with nature and science. We worked closely with the Nature Museum to craft a new brand identity inspired by native Illinois prairies. We crafted the wordmark using Céline Hurka’s typeface Tonka for its flaring stems that convey a historic, organic essence. The color palette spans catalpa green to columbine pink to milkweed cream, and the abstract icon evokes butterflies, flowers and clouds—capturing the sense of wonder the natural world inspires.”