The Museum of Science and
Industry is getting a new logo, Crain's Chicago Business reported Friday.
As part of a large rebranding campaign that also includes
substantial changes to its web site, physical building and
exhibits, the museum will replace its longstanding blue-and-yellow
logo with a techier, more modern cube.
The museum, which was founded in 1933, is in the midst of its
largest-ever investment, a $205-million overhaul called Science
Rediscovered. The goal is to "reawaken our fascination with
science and our natural desire to learn more about the world
Its vertigo-inducing tendencies aside, I generally like it, and
I think it represents, however superficially, an exciting future
for the largest science museum in the Western Hemisphere.
After decades of more traditional exhibits, MSI has busted out
in recent years.
You! The Experience is truly fantastic, and if you haven't
been, I strongly recommend it. The interactive exhibit takes a
holistic approach to the mind and body and includes robotic arms
and a human-sized hamster wheel.
That came on the heels of the Harry Potter exhibit, and will be
followed by Science Storms, which will explore natural disasters
through science -- basically, Bill Nye on a massively destructive
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