Rebrand of the Nationally Acclaimed Stafford Air and Space Museum.
The Stafford Air and Space Museum is a Smithsonian Affiliate named for Astronaut Thomas Stafford, located in his hometown of Weatherford, Oklahoma. It also happens to be my father’s hometown, and I grew up going to the museum every time we visited to see what new attractions it held, and to buy astronaut ice cream.
I have always been so dissatisfied with the bland branding for such an impressive establishment that felt more like a national staple than a mere road-side attraction. So, I took it upon myself to refresh the brand in the way it felt to me as a child. It needed to feel exciting, bold, cutting-edge, and creative to mirror the efforts that led to unprecedented discoveries.
Brand Colors
Because this museum represents the culmination of avante-garde scientific accomplishments, it seems only fitting that the branding pull from contemporary aesthetics. The logo fulfills this through a “improperly” spaced block of fully justified text, unconventional in a paragraph, even moreso in a logo. Fully justified blocks of text with obvious rivers can be seen as well, alongside other loud typography to resemble technical drawings and plans. The color scheme adds pops of signature “ignition yellow” that further the aim to be anything but a boring museum.
The contemporary look provides ample edge to stand out in the often stagnant space of museum branding and merchandising. This brand diverts from the usual gift shop items, maps, and posters that feel underwhelming and casually designed. Instead, each branded touchpoint reminds visitors that they are taking a journey into the sky and stars, reigniting their imagination. (And, you’ll actually want to wear that tee shirt you impulsively bought.)
Recognizing that this is also an educational institution with a need to present itself professionally, conservative versions of brand applications were necessary. This is most apparent in the case of deliverables like stationery that show a more tame version of the way in which the branding can function.
Another important consideration for any brand is photography. In the case of the Stafford, there is a rich pool from which to take imagery in the life of General Thomas Stafford. His lengthy career is documented through analog photography in rich saturation and charming antiquity. Though outdated compared to what a digital camera offers, it feels at home in the contemporary elements of the brand. This photography serves as a reminder of how many strides have been made technologically in just a few short years, and how much mroe there still is to discover.