A bright new look for the Adler Planetarium

In Celebration of its 90th Anniversary, the Adler Planetarium Unveils New Brand 

 The universe may be 14 billion years old, but the Adler Planetarium’s (1300 South Lake Shore Drive) look is brand new—for the first time in its 90 year history. 

More than just a logo, the new Adler identity is a beacon of hope for anyone who ever thought science was inaccessible.

When Michelle Larson took the helm as CEO in 2013, she took this vision to heart and made it her mission to supercharge the experience and the enthusiasm the entire staff has for inspiring curiosity and connections to the sky. “We are an incubator for inclusive science. We spark curiosity because as humans, we all have a seat at the table.”

The new look is the product of more than eighteen months of work to define a strategic framework including a new mission, vision, brand promise, values, and personality, followed by another twelve months of visual positioning work that included stakeholder interviews, mood boards, workshops and presentations.

Developed and designed by branding partners Pause for Thought and The Change Project, the Adler Planetarium's new brand boasts yellow as the primary color, leverages bold and welcoming fonts, features rich imagery, and community-created background illustrations. The move towards yellow was choiceful—it’s bright, cheerful, and optimistic—like the Sun!

Here’s a look:

2020 Free Admission Days at the Adler (must be an Illinois resident)

  • January 20-22
  • February 4-6, 11-13, 17-20
  • March 9-12
  • April 20-23
  • May 10-16
  • June 2, 9, 16
  • August 22-23, 31
  • September 1-4
  • October 12-15
  • November 11, 17-19
  • December 4-6

About the Adler Planetarium:  

The Adler Planetarium connects people to the universe and each other. Whether it is introducing a guest to the Ring Nebula, a neighborhood school to a community partner, a research team to an army of citizen scientists, or one staff member to another, the Adler’s focus on meaningful connections dates back nearly a century

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Filed under: Chicago Museums

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