The Museum of Science, Boston, has played a leading role in transforming the city's relationship with science and technology. The museum's current brand identity struggles to capture the sense of interactivity and playfulness that they pride themselves with. The Museum needed a change that would reflect their engaging and innovative persona while also capturing their sophistication within the science community. Inspired by children interacting with the exhibits, the new identity is inherently playful. The logo is geared towards both children and adults; using playful methodology and sophisticated execution.