Los Angeles Natural History Museum

Many people associate natural history museums with childhood memories, school trips, family visits, and a fascination with dinosaurs. This project began with a question: Are natural history museums only for children, or can they become a space for designers and those interested in the intersection of art and science?

Inspired by the idea that “nature is fractal,” the project reimagines the museum as a visual and spatial system where natural patterns, structures, and repetitions become a design language. Rather than focusing on specific artifacts, the identity emphasizes underlying systems found in nature, growth, recursion, layering, and accumulation.

The result is a conceptual identity system that bridges art and science, transforming scientific phenomena into visual communication. The project positions the museum as a contemporary cultural platform where design, data, and natural history converge.

Logo

The logo transforms according to the underlying geometric patterns found in nature, including circles, triangles, squares, and hexagons, forming a flexible and responsive visual system.

Poster

Brand Application

Spatial

Graphic Icons for Spatial

The icons use only circular forms to maintain simplicity. While shapes such as squares, triangles, and hexagons are not included, their potential use is considered to differentiate each exhibition space.

Process

The visuals are constructed from geometric shapes, circles, squares, triangles, hexagons, and pentagons that come together to form complete images. The image transformation tool, coded in p5.js, allows each shape to be toggled on or off, enabling selective visibility.

Make your own geometric graphic image

Secondary Logo

The logo is inspired by the fundamental cellular structures that form living organisms, translating biological principles into a visual system.

Poster

Brand Application

Using an image transformation tool built with p5.js, I was able to convert various organisms into diverse and visually engaging cellular graphics.
Various techniques were explored, including constructing images through overlapping circles and generating ASCII-like visuals using repeated or varied special characters. The outputs were designed to be directly copyable as text, enabling seamless use on the web.

Make your own geometric graphic image

Web

Landing page

Exhibition page