The Omniplex in Oklahoma City decided to change its name to Science Museum Oklahoma, and required a new identity package. The result is a typographic solution that is technical, balanced, precise, custom, imaginative and inspiring.

How do you communicate all the different aspects of science in a single mark? That was my challenge, and the solution was surprisingly simple and effective.

The identity focuses on museum rendered as a mirror ambigram: The ability to visually render a word or group of words the same forwards and backwards. This approach communicates several things.

First, an ambigram is visually interesting and fun. This is the attitude and approach the museum takes with science and learning.

Second, it creates a puzzle for the mind to solve. Some people don't notice the ambigram right away, but when they do it becomes a fun discovery. Science is all about discovery and observation.

Third, it is precise and balanced. Science is all about precision and details. For every action, there is an equal and opposite reaction.

The cut in the outter stroke of the M is simply a visual clue to the ambigram. Something that helps guide the viewer to the subtle type effect. Science and oklahoma are downplayed to allow museum to be the focal point.