Navigating the Intersection of Science and Design: Scientific Institutions Branding Explored
We’re delving into the branding of scientific institutions. Let me share the story behind this unique blend of interests.
A Unique Intersection: From Paleoecology to Digital Communication
Hello, dear readers! I’m Benjamin Adroit, I’m researcher in environmental sciences and paleoecology, specializing in the evolution of plant-insect interactions over long periods.
Why am I doing this?
During the pandemic, as my postdoc at the Swedish Museum of Natural History was ending and funding opportunities dwindled due to COVID-19, I faced a pivotal moment. Seeking stability, I ventured into the realm of a digital agency (Why specifically in a digital agency? well, some stories are best kept for a rainy day! 😉). There, I immersed myself in app development, custom websites, and project management, gaining insights into branding complexities and design choices. This exposure enriched my pre-existing appreciation for design and connected me with industry professionals, deepening my comprehension.
After returning to research, I often found myself thinking back about the digital communication world I had briefly inhabited. Within the confines of a lab, there seemed to be little opportunity to share this fresh knowledge. I mean, perhaps one day, if the lab decided to renew its website or if I have to manage the communication for a massive ERC project, I could step in. But for now, this scenario seems as likely as finding a T-Rex in my parents’ backyard, that could happen, but I haven’t found it(yet).
Then came the pivotal moment!
The Natural History Museum of London unveiled its new logo, which will be the focus of my upcoming article. The reactions from the scientific community, especially among my fellow paleontologists, were… well, let’s be honest, it seemed like most weren’t fans! (I haven’t seen such an unanimous reaction since someone suggested that T-Rex was a vegetarian. Has someone already suggested that, by the way?🤔). Tastes vary and that’s okay, and I’ll admit, at first glance, I too wasn’t entirely convinced by the design. Then this led me to think:
Why not bridge the gap between the world of design and the scientific community? Why not provide context and understanding to these branding decisions?
And that’s why I’m writing this and the upcoming articles on Medium! Twitter threads, while popular, felt too fragmented for such discussions. I wanted space for nuance, depth, and a comprehensive exploration. Nuance might not be algorithm-friendly, but it’s certainly brain-friendly! Here, I aim to share insights from the world of digital communication, combined with my perspective as a researcher. It’s only about providing context.
After all, how many scientists can say they’ve professionally collaborated with digital branding experts and advised real clients?😅
In the upcoming articles, my primary focus will be on Museums. While these institutions hold a special place in my life as a researcher, it’s their unique duality that truly intrigues me. They play a pivotal role in both research and public outreach, making their branding decisions incredibly significant.
Rebranding: The Why and How
The Evolution of Logos and the Need for Rebranding
Every brand or institution considers rebranding at some point. It’s not just for the sake of change but a strategic decision to stay relevant, address new challenges, and connect with an evolving audience.
Logos, in particular, are more than just visual symbols; they are a language. They aim to communicate a message to a specific audience or represent a particular group of person for example. Over time, logos changed, not just for aesthetics but to convey a message or meet new demands and constraints.
For instance, many of you might have noticed the trend towards simpler, flat-design logos.
- One of the main reasons for this shift is the changing landscape of where we view these logos: often on screens, sometimes as small as our smartphones. When logos are displayed at such minuscule sizes, their complexity can become a challenge. The simpler the design, the more recognizable it remains, regardless of its size.
- In other scenarios, a logo’s transformation signifies a drastic shift in a company’s direction. Do I even need to mention the recent change of Twitter’s logo to an “X”? 😏 While it might not be everyone’s cup of tea, the motivation behind such a change is clear: the brand aims to break away from its past and chart a new course.
The Essence of Simplicity in Logo Design
In today’s world, the emphasis on logo design trends towards simplicity. A logo should be easily memorable, allowing for instant recall. A logo should be more than just good-looking; it should be timeless and go beyond passing design trends. Moreover, a logo should be inclusive, resonating with a broad audience.
It’s like seeing an apartment with white walls; you can imagine making it yours, while a purple room might turn off those who like cooler colors.
Speaking of colors, you’ve probably noticed that brands across various sectors, from perfumes and fashion to social networks and car manufacturers, are embracing monochromatic designs. Established institutions like the Kew Garden, the British Museum, and the Louvre have also adopted simple logos. Their widespread recognition allows them to opt for such understated designs, ensuring their logos can adapt across time, trends, and platforms.
However, some institutions are going against the trend by transitioning from black and white to vibrant colors. Take the Natural History Museum of London, for instance. Yes, that one again! (When I said it was a pivotal moment, I wasn’t just blowing hot air!). Next week is the article, I promise!
The Complexity Behind Simplicity
While simplicity is the aim in logo design, it doesn’t imply that logos and visual identities lack of a story. Crafting a logo is particularly challenging for museums, as they must encapsulate the essence of their brand and communicate values, all while navigating unique considerations and challenges in their visual identity journey. Museums needs to cater to two distinct groups: the visitors and the researchers, and that’s quite a challenge!
On one hand, there’s the public, the lifeblood of museums, for whom our research is ultimately intended. On the other, there are the researchers, the heart and soul of the institution, who need an identity they can resonate with and feel proud of. Thus, compromises are inevitable!
“Simplicity, carried to an extreme, becomes elegance.” — Jon Franklin
My Personal Metaphor: Decoding the Intricacy of ‘Simple’ Logos
A “simple” logo is, in fact, far more intricate and meticulously designed than it appears.
Here’s a metaphor that might resonate with you. Imagine a top olympic athlete. When we watch them during the Olympics, who hasn’t thought, “It looks so effortless when they do it, that’s incredible!” even though we’re fully aware we can’t replicate that performance. Actually, you never say “It is effortless…”, you say “it looks effortless…”. Why we could have this thought? Simply because these athletes are exceptionally trained, mastering their movements to perfection, and it’s this very perfection that makes us perceive their actions as “easy”. Because what is executed with utmost precision, seems effortless.
For me, the same applies to a logo and its accompanying visual identity. The ‘only’ difference that might lead to a sense of disappointment when we see an institution’s logo becoming very simple is that all of us have access to a computer, software — it’s literally at your fingertips. Unlike with top olympic athletes, where there’s a significant gap between their performance and our own capabilities, this distance is almost absent when it comes to design of this kind.
If it appears very simple, it’s because it’s been thoughtfully conceived and executed with great care.
