Dueling Dinosaurs
Logo Design


Branding,
NC Museum of Natural Sciences
2021




The original Dueling Dinosaurs logo, created out of house, failed to capture the spirit of the exhibiton we were designing. I was tasked to lead the redesign initiative in-house at the museum.




Kickoff

Design Sprint
I gathered the designers and we each created a logo direction using a specific theme (comic, adventure, futuristic, etc). We tested these initial ideas with several focus groups and guests in the museum. After analyzing their feedback, we chose a direction to pursue further.


FOCUS GROUP TESTING:
SELECTED DIRECTION:

REFINEMENTS:



Design


Taking the focus group’s feedback into consideration, the design team continued to hone the logo to it’s final design. After several iterations, Kirsten Benson and I made the final refinements. Our decisions were informed by ensuring the logo could work in a wide variety of formats and applications. We chose final fonts and colors to covey elements of both the prehistoric, Cretaceous environment and the high-tech research lab.



Final Adjustments


Once the final design direction was agreed upon by the design team, I set out to finalize the branding set—fine tuning the typography, perfecting the vector shapes, choosing final color values and accompaning typefaces, and laying the groundwork for the look/feel.










©2022 JAVAN SUTTON DESIGN
Mark