The Leonardo Museum

A museum that blends art and science, just like Leonardo.

Brand Strategy, Visual Identity


Leonardo da Vinci was a true Renaissance man, blending diverse talents as a painter, sculptor, writer, engineer, and anatomist. His drawing of the Vitruvian man is iconic to this day, as is, of course, the ubiquitous Mona Lisa. He filled notebooks with sketches of flying machines, theories of plate tectonics, musical instruments, and a mechanical knight. His inventions seamlessly integrated technology, architecture, and biology.

The challenge

Inspired by Leonardo’s incredible imagination, The Leonardo Museum in Salt Lake City explores the intersection of science, art, and technology. Interactive exhibits, workshops, and programs all aim to engage the public and inspire the sort of creative imagination that Leo would be proud of. In preparation for a grand opening in its new home, the renovated Salt Lake City Public Library building, The Leo needed a cohesive identity to build awareness and recognition around its brand.

The opportunity

Hyperakt was asked to evolve The Leo’s existing logo to a full brand language, with typography, color palette, and environmental signage. We extended The Leo’s brand based on the idea of a dynamic interplay between scientific precision, digital experimentation, and artistic playfulness. This informed our choices for selecting typefaces, creating a contemporary color palette, and designing signage that surprises and delights.

Project Credits

Project Team
  • Deroy Peraza
  • Josh Smith
  • Rui Ribeiro
  • Aymie Spitzer
  • Wen Ping Huang
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