Perot Museum Unveils New Logo, Branding Strategies and Website

Flexibility of dynamic new logo and use of bold brackets will allow Perot Museum to use innumerable images, reflecting a multitude of science topics, programs, services and collections

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Flexibility of dynamic new logo and use of bold brackets will allow Perot Museum to use innumerable images, reflecting a multitude of science topics, programs, services and collections

DALLAS (May 31, 2012) - Inviting guests to "discover a world of possibilities," Perot Museum of Nature and Science leaders today unveiled a new logo, branding strategy and website to accompany the fresh start promised when the newly constructed museum opens in 2013.

"This is another red-letter day for the Perot Museum of Nature and Science as we unveil our new logo and brand identity," said Nicole G. Small, CEO of the Perot Museum. "We believe this novel branding approach will provide us a flexible and dynamic canvas to support not only our new Museum but all of the wonderful things we will have going on, both inside and outside the building. And, most of all it will help us deliver our mission of inspiring minds through nature and science."

The Perot Museum has been named in honor of Margot and Ross Perot, the result of a $50-million gift announced in May 2008 by their children - Katherine Reeves, Carolyn Rathjen, Suzanne McGee,
Nancy Perot Mulford and Ross Perot, Jr. The $185-million museum, designed by 2005 Pritzker Architecture Prize Laureate Thom Mayne, is currently under construction on a 4.7 -acre site at the corner of Field Street and Woodall Rodgers Freeway in Dallas' Victory Park.

Created by internationally renowned design firm Pentagram, the new logo is called "Explanatory Brackets". It features the Perot name prominently displayed in a black serif font called Caslon, with the letter "0" represented by contemporary, bold, red brackets that contains a brightly colored blue-and- green globe.

Museum Marketing Director Beth Hook explained that Museum leaders chose the globe within the brackets to represent the institutional identity of the overall Perot Museum because it symbolizes so much. The globe represents the massive importance of science, the infinite possibilities that science brings to the world, and the vast effect it has on people's daily lives across the globe.

"While the globe within the brackets will be the Museum's institutional logo mark, the new logo is actually a rarely-been-seen-before dynamic logo," said Hook while using audio-visual examples to illustrate the concept. "The Perot Museum will have the flexibility to switch out the content within the brackets and fill it with innumerable images, reflecting a multitude of science topics and an array of Museum programs, services and collections."

She added that the images within the brackets can include anything from paleontology to zoology, birds to DNA strands, DaVinci to Einstein, and summer camps, field trips and exhibitions.

The power of the new logo can be seen in action on the new website - - designed by Frisco, Texas-based firm LifeBlue Media. Phase I launched today, and the website will culminate to a full-site launch when the Museum opens.

Small also reported that the Museum is now expected to open January 2013, which is more specific than the early 2013 timeframe used until now. She credits the more specific opening date to good weather conditions, an accelerated construction schedule and the terrific work of general contractor Balfour Beatty and the project team.

These announcements came during a news conference held this morning at the American Airlines Center. The news conference was attended by more than 250 people including Dallas Mayor Mike Rawlings, members of the Dallas City Council, business and civic leaders, donors and more. Students from Uplift Education's Peak and Laureate Preparatory schools participated in the "big reveal."

As guests arrived, they saw a stage adorned with a 10-foot-tall model of the Perot Museum, depicting the gray-colored concrete cube with the glass escalator located diagonally across the front exterior. Also on the stage was a larger-than-life, seven-foot-tall set of red brackets in which the podium was contained. Midway through the news conference, accompanied by music and confetti cannons, the students literally unfolded the walls of the cube to reveal the new Perot Museum of Nature and Science logo. At the same time, Museum staff members and the Uplift Education students donned T-shirts featuring the new logo. Dallas-based Fauxcades, underwrote the news conference through their creation and contribution toward the "big reveal".

Following the news conference, Museum leaders gathered at the W Hotel for the annual Chairman's event honoring donors to the Museum's Capital Campaign, hosted by Museum Board Chairman Peggy Allison. This year's luncheon was generously sponsored by Carrington, Coleman, Sloman
& Blumenthal, L.L.P.; Ernst & Young, LLP; Frost Bank; and USI Southwest and was attended by more than 250 Museum patrons. In celebration of the brand introduction, the theme and decor were driven by the look and feel of the new brand.



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