American Museum of Natural History Brand Redesign by Ze Feng

The American Museum of Natural History (AMNH), established in 1869, has long stood as one of the world’s foremost scientific and cultural institutions, with a mission that spans science, education, and exhibitions. This mission is dedicated to spreading knowledge about humanity, nature, and the universe, making AMNH a beacon of learning and discovery. In an effort to continue this legacy while appealing to a new generation, the purpose of this visual system update is to infuse the museum with a younger and more contemporary aesthetic that resonates with its advanced mission and broad global influence. The core concept behind the rebranding is to reflect the museum’s encyclopedic range, inclusivity, and global prestige while reinforcing its status as a world leader in natural history and sc