The Franklin Institute Unveils New Brand Identity

November 2, 2023

The Franklin Institute Unveils New Brand Identity Reflecting A Reimagined Museum Experience
Beginning With the Launch of $8.5 Million Wondrous Space Exhibit

THE IMMERSIVE, FUTURE-FOCUSED TWO-STORY EXHIBIT ON SPACE EXPLORATION MARKS THE FIRST IN A SERIES OF BOLD THEMATIC EXHIBITS THAT WILL LEAD THE REIMAGINATION OF THE FRANKLIN INSTITUTE EXPERIENCE AS THE MUSEUM EMBARKS ON ITS BICENTENNIAL IN 2024.

Photos are available at: www.fi.edu/press-room

Philadelphia, PA – November 2, 2023—The Franklin Institute announced the unveiling of a new brand identity and logo to coincide with the debut of the $8.5M Wondrous Space exhibit as it embarks on its 200th anniversary in 2024. Opening Saturday, November 4, Wondrous Space is the first in a series of new thematic exhibits that will push the boundaries of traditional science center exhibits and allow for the re-imagination of The Franklin Institute experience.

With a focus on education and entertainment, The Franklin Institute will transition from 12 exhibits to six, doubling in size and scope, enabling a deeper and more modern approach to various topic areas, including space, the human body, advanced machines and robotics, earth systems, computer science, and the built environment. The upcoming exhibits, debuting over the next few years, will be adaptable and future-focused, evolving as science advances, and from a design perspective, they will push the boundaries of creativity and immersion, forming the core of the new Franklin Institute experience at the center of its new brand identity.

Developed by the award-winning branding agency Antonio & Paris, the Franklin Institute's new logo and color palette are part of an overall brand strategy to signal this shift. The modern and accessible design represents the museum's commitment to education and entertainment, symbolizing the exciting new experience awaiting museum guests and digital audiences.

“This is a significant shift for The Franklin Institute, revolutionizing how our audience learns and engages with science through exhibits and experiences that push the boundaries of science communication, beginning with Wondrous Space,” said Larry Dubinski, President and CEO of The Franklin Institute. “The new brand identity is reflective of the immense changes The Franklin Institute will undergo over the next several years while maintaining the illustrious history that has grounded this museum as a premier science destination.”

Backed by a $3M gift from The Boeing Company, the two-story, 7,500-square-foot exhibit, between the Fels Planetarium and the Holt & Miller Observatory, is representative of topics that excite and intrigue, from becoming the center of your own solar system to searching for habitable worlds. 

“Boeing and The Franklin Institute are United in our commitment to advancing STEM education and workforce development programs for students of all backgrounds,” said Ziad Ojakli, executive vice president of Government Operations at Boeing. “Boeing has a proud legacy in human spaceflight, having been a part of every major U.S. endeavor to escape Earth’s gravity. This exhibit highlights Boeing’s rich legacy in human space exploration and offers endless possibilities for immersive STEN education experiences.”

The first level of the exhibit immerses guests in simulations and experiences that transport them to space, allowing them to control the forces of nature, travel vast distances across the universe, and witness awe-inspiring space phenomena. The upper level takes on a distinct design tone, delving into space through the lens of creativity and innovation. It provides a deeper understanding of the future of life, work, and play in space, showcasing new tools, technologies, rising industry leaders, and careers in space exploration.

Wondrous Space showcases 80 space-related artifacts on loan, including two rovers from Carnegie Mellon University and a 10-ft-long rocket engine from Kennedy Space Center Visitor Complex. Additional artifacts on loan from Boeing, Kennedy Space Center Visitor Complex, ILC Dover, CMU, JPL, Smart Tire, Aleph Farms, Alluxa, and Hope Hersh, award-winning inventor of space bread.

Wondrous Space’s Rover Design, an interactive station where guests can design and test their exploratory rovers, is sponsored by AMETEK Inc., an innovative global company based in Berwyn whose businesses are responsible for manufacturing technologies that enable space exploration, including AMETEK Pacific-Design Technologies (PDT). AMETEK PDT is keeping NASA’s Mars Perseverance Rover thermally controlled during its two-year mission on the red planet. Several of AMETEK’s other artifacts and innovations surround Rover Design in the exhibit.

Creative director Dan Picard, co-owner of the award-winning diverse-owned experiential design firm MDSX, known for creating immersive storytelling and design for theme parks, live entertainment, and attractions, is the artistic force behind the design of Wondrous Space.

Boeing is the lead sponsor of Wondrous Space. The Franklin Institute received funding to promote the exhibit from the Pennsylvania Tourism Office, housed within the Department of Community and Economic Development, which is dedicated to inspiring travel to Pennsylvania. From iconic attractions to hidden gems, tourism in Pennsylvania helps support the state’s economy and creates jobs for local businesses – all while improving residents’ quality of life.

About Boeing

As a leading global aerospace company, Boeing develops, manufactures and services commercial airplanes, defense products and space systems for customers in more than 150 countries. As a top U.S. exporter, the company leverages the talents of a global supplier base to advance economic opportunity, sustainability and community impact. Boeing's diverse team is committed to innovating for the future, leading with sustainability, and cultivating a culture based on the company's core values of safety, quality and integrity. Join our team and find your purpose at boeing.com/careers.

About The Franklin Institute

Located in the heart of Philadelphia, The Franklin Institute is a renowned and innovative leader in the field of science and technology learning, as well as a dynamic center of activity. Pennsylvania’s most visited museum, it is dedicated to creating a passion for learning about science by offering access to hands-on science education. For more information, visit www.fi.edu.