Children's Museum logo lacks imagination

Inspired. Imaginative. Impressive. These are words easily associated with the Children's Museum in Indianapolis. Not so their new logo, though.

Of course, a logo is subjective, but the new identity (seen on the right) is, as Facebook fans put it, "too mature" to convey the fun-loving, eye-opening experience we all know the Children's Museum to be. And when the marketing firm behind the logo claims it "communicates the extraordinary world of imagination that awaits visitors," we're sorry, but the kid gloves are coming off.

Read that again - "the extraordinary world of imagination." Strong words that the Museum and its staff deliver to a T. Which is why the new logo deserves an F.

The firm's web site goes on to say:

"The new mark is a literal interpretation of the new welcome center and aligns with the Museum’s global brand. The logo was a result of (our) process using solid research from focus groups, one on one interviews, and stakeholder input."

Hear that, kids? Focus groups. I scream, you scream, we all scream for focus groups.

Now take the logo on the left. That mark was designed in 1974. And over 35 years later it still holds up. The letters 'c' and 'm' play nice with each other, share the space like good little letters and form a sweet center for kid-like fun. We're guessing the only focus group used to approve this one was comprised of the kids in the client's and designer's families. When you compare the two, which place would your kids want to go?

Sorry, Mom, you always said if you don't have anything nice to say, don't say anything at all. But Mom never had a blog.

Overall, though, it is better that the logo not live up to the experience than the other way around.