The Lawrence Brand
Our Brand Story
The Lawrence Hall of Science is both grounded in history and pushing the edges of science education. We inspire people, processes, and outcomes around the world.
We do this by questioning, learning, adapting, and always embodying the spirit of science. After all, the work we do isn’t about us.
It’s about tomorrow’s thinkers, inventors, and change-makers. It’s about empowering educators with the tools to improve science learning. It’s about engaging diverse audiences so the world of science looks like the world at large.
Science starts at The Lawrence. But there’s no telling how far we will take it.
Wondering what this branding talk is about? Check out What is a Brand?
Brand Attributes + Tone
The Lawrence’s tone bridges the gap between rigor and fun—and proves that the two can coexist. While we are grounded in our heritage and the scientific process, we are a place to build, break, learn, laugh, and get messy. The tension between these attitudes is where our brand thrives.
Design Principles
Connect the Dots
- Design cohesive stories, rather than discrete moments
- Provide clear pathways for audiences to level-up their
- Enable self-directed understanding in addition to high-touch guidance
- Extend The Lawrence experience outside the space to pull learners in
Create Inclusive Experiences
- Empower learners across ages and comfort levels with accessible ways in to the content
- Create dynamic experiences that reward repeat engagement
- Communicate with each audience through modes and mediums that make sense to them
Lead with Inspiration
- Place science in the context of everyday life and events
- Connect inspiring outcomes to the journey of discovery
- Highlight humanity in the process and impact of scientific development
- Go big or go home: use scale to your advantage
The Institutional Logo
Primary Brand Expression
The full name, with UC Berkeley, and the logomark are used in moments when introducing the brand. It is used on academic and official documentation, such as the first sheet of letterhead, academic presentations, and donor invitations and reports. Since 2018, we have worked to establish the new identity and continue to use the institutional logo in most cases.
The Lawrence Logo
Secondary Brand Expression
This logo serves as a shorthand for the Lawrence Hall of Science and can be used to promote events, programs, or products in-house. It is used for colloquial moments. Specifically, communications focused on the museum and audiences that know us well, such as Members, email subscribers, and partners.
If you seek assistance implementing the logo or would like other brand colors, please contact lawrencecomms@berkeley.edu.
Logos Clear Space & Layout
The clear space around the logo is the space that must be left empty between the logotype and any other visual element. The clear space corresponds to the capitol L from the logotype at its applied scale. The L must align to the outermost element in the logotype on that corresponding side.
2018 Brand Launch
The Lawrence Hall of Science launched a new brand in 2018. Global design and innovation company IDEO partnered with The Lawrence to make this identity a reality. Tim Ereneta and Adam Frost were the primary in-house contacts, so they can provide history and context. This 2018 brand website was current through 2020 but no longer holds the brand documentation and up-to-date assets.
What is Brand?
A brand is simply the set of associations members of the public have with your name and what that name promises. A brand is a story, a mood, a tone of voice, an experience. Branding is a system that works together to express a personality and a point of view with emotional resonance. You can think of it as your reputation. The visual identity presented here—logos, color palettes, typefaces—are visible reflections of The Lawrence brand, but they are not the brand itself.