Why did The Franklin Institute Science Museum want a redesign of their identity in 1989?
HA: They were rebuilding the institution – adding a new addition – which was named “The Future Center.” This expansion with new exhibits triggered the need for a new identity. Along with some other design firms, AA&J was invited to respond to a request for proposal. After some follow-up interviews, we were awarded the project. A year later, in 1990, a new identity was rolled out. VC: Tell us a little about the process involved in developing the FISM logo. HA: At the time, the goal of the administrative leadership was to make the institution known beyond the boundaries of the Philadelphia region. With their physical expansion and new plans for the development of educational and outreach programs, the administration felt it necessary to reposition The Franklin Institute as a serious educational institution and science museum. Early on we talked about adding science museum as a qualifier to the existing name. I know, it’s a mouthful, but there was no way around it. The objective behind th
