MSI gets a new logo

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 naturaldesire to learn more about the world around us.”

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 scale.

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