Located at the foot of the Golden Gate Bridge in historic military barracks, the Bay Area Discovery Museum sought a new identity that bridges the rich history of its home and its very contemporary approach to educating one of the most diverse child populations in the country.

Working closely with a marketing steering committee and community focus groups made up of a diverse cross section of Bay Area residents, GraphicUser and SOM designed a highly flexible identity system including brand standards and oversaw the roll out of a comprehensive signage program. The new logo and coordinating signage system is sophisticated yet playful, like the BADM’s primary users.