“We have been considering a change to the logo for several years,” said Peter Broderick, Vice president of Marketing and Communications. “We wanted a visually contemporary symbol that conveyed energy and dynamism, but also made clear that the Museum is about child directed play that empowers children. The logo reinforces the idea that was first articulated by Michael Spock, who led the Museum in the 60’s and 70’s that ‘the Museum is not about something, but for someone’.”
The logo was created by the Museum’s Creative Director, Karin Hansen, who envisioned the opportunity to create a symbol that is filled by each child’s experience. “There is a compelling element of everyday joy, discovery, and surprise in experiencing the Museum,” said Hansen. “The celebratory nature of the child’s gesture reflects that experience, and communicates the power in play to test limits, try new things, and gain confidence. It is not a generic experience, but is highly individual for each child. To celebrate this individuality, I took the child out of the box of the previous logo and made it the central aspect of this logo, but with the new idea that the shape of the child symbol would be negative space, or a void, that can be filled by every child, from around the block to around the world.”
The new logo will be implemented on signage, business, digital, and other printed communications over the next several months.