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DENVER, May 8, 2000— The Denver Museum of Natural History today announced it is modifying its name. Effective immediately, the Museum will become the"Denver Museum of Nature and Science." In addition to the name modification, the Museum introduced a new logo design and colors. The tagline, "So Many Adventures in One Place" will continue to be used.

Mike Wilfley, chairman of the Museum's Board of Trustees, said "The Board is really excited about the new look. The Denver Museum of Nature and Science will continue to provide programming in all of our areas of expertise including anthropology, geology, health science, paleontology, space science and zoology."

Periodically, the Museum's Board of Trustees reviews the institution's identity to ensure that it reflects an appropriate image. "The Museum's identity has to adequately communicate our mission which is to attract and serve diverse audiences of Colorado by promoting the study, understanding and enjoyment of the universe, nature, science and human cultures. Additionally, it has to convey our vision of presenting our world in transition," said Wilfley.

Last year as part of the Museum's strategic planning process, the Board of Trustees initiated an audience research project that focused on potential identity modifications. The Board wanted to ensure that the name continues to communicate all that the institution is today and will be in the future.

The Board retained Monigle Associates, a Denver-based corporate branding and identity firm, to oversee the audience research and identity project. Comprehensive research was conducted by Denver-based Paragon Research with residents throughout the state, with heavy emphasis on the Scientific and Cultural Facilities District (SCFD) six-county area. The research also included Museum members, staff, volunteers and the general public. After carefully weighing the research results and options, the Board of Trustees concluded that the Museum needed to modify its name to the "Denver Museum of Nature and Science" to more accurately reflect and describe its mission and extended focus.

"Also, by incorporating the words 'nature' and 'science' into our name, we make others aware of how much nature and science are integral parts of our community. Nature and science are key issues for the 21st century. As technology rapidly changes the way we work with each other and as we continue to think about ways in which humans can deal effectively with our environment, it is essential that people's awareness of both nature and science increase," said Wilfley.

The identity review was part of a strategic planning process that also developed a far-reaching, dynamic five-year strategic plan. The long-range blueprint includes plans for renovating facilities and exhibition halls, increasing space science and health science programs, improving Museum and City Park access and enhancing the experiences of the nearly two million people served by the Museum annually. Some of the highlights of the strategic plan are:

  • Increase visitor satisfaction by making programs and services more audience sensitive and presenting them in ways that make learning even more accessible, dynamic and engaging.
  • Increase public participation in programs and services by bringing science to where people live, work, study, and play. Through "community science," people can learn and understand science by working with Museum scientists and staff.
  • Expand space science and health science programs in response to audience interest and major new developments in these fields.
  • Work with the City of Denver and City Park Alliance to address accessibility issues, including providing more parking spaces for Museum visitors.

"One of the primary goals of the strategic plan is to ensure that we remain one of the largest science museums in the country, and that the Museum continues to be recognized as one of the major collections-based science and education centers in the world," said Wilfley.

"The Museum will continue to be a place for persons of all ages looking to expand their knowledge about their lives, other cultures, the Earth and the universe. The Museum allows our visitors to explore the past, understand the present and contemplate the future through authentic objects and exhibits, scientific exploration and discoveries and exciting, interactive adventures," he continued.

The signature design of the Denver Museum of Nature and Science was created, with strategic input from the Board of Trustees, by Monigle Associates and is composed of three elements: the logotype, symbol and tagline. While the logotype equally emphasizes "Nature" and "Science," the two dominant elements of the name, the typography conveys the Museum's prestigious heritage via classic, uppercase letters.

The symbol is the graphic representation of nature and science. The unique design combines two familiar, but vastly different elements – the nautilus shell and the galaxy. In the design, the nautilus shell evolves into a galaxy, which evolves into the nautilus in perpetual motion. The nautilus fossil represents nature, historic record and discovery on a small, personal scale. The galaxy symbolizes science, the future and discovery on a monumental scale.

Symbol colors contrast the warm orange-colored nautilus with the cool blue color of the galaxy. The symbol is tipped to further accentuate the orbital motion and draw attention to the name.

The third element of the new design is the Museum's current tagline, "So Many Adventures in One Place." The tagline reinforces the variety of exhibitions, films and programs offered at the Museum.

"While most of the signature signage on the building and key printed materials will reflect the new look immediately, the graphics on other materials will be phased in over time," said Wilfley.

The Denver Museum of Nature and Science is one of the largest museums of its kind in the country with 95 world-renowned dioramas, gems and minerals and the award-winning Prehistoric Journey exhibition. The Phipps IMAX® Theater is also located at the Denver Museum of Nature and Science. Museum tickets are $7.00 for adults and $4.50 for children (ages 3-12) and seniors (60+). Museum members are admitted free and may purchase discounted tickets to the Phipps IMAX® Theater. Discounts are also available for groups of twenty or more. For information, please call 303-322-7009, TDD 303-370-8257 for the hearing impaired, 1-800-925-2250 outside the Denver metro area or visit


Many of the Museum's educational programs and exhibits are made possible in part by generous funding from the citizens of the six-county metro area through the Scientific and Cultural Facilities District.

IMAX® is a registered trademark of Imax Corporation.

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