An entirely new brand identity was created for the Milwaukee Public Museum. The Milwaukee Public Museum has more than 4.5 million objects and specimens in the departments of Anthropology, History, Botany, Invertebrate Zoology, Vertebrate Zoology and Geology. These collections form the basis for all of our research, exhibits and educational programs. They are owned by Milwaukee County and are held in trust for the current and future generations. The main visuals of the new identity depicted these fascinating objects in a bold, colorful way wrapped within a new motto, "What will you discover next".