O.F.Oh Yeah: Rebranding the Roswell UFO Museum
BACKGROUND
For a graphic design course, I was tasked with selecting a niche or unique museum and exploring how its visual identity could be refreshed. I chose the International UFO Museum & Research Center in Roswell, New Mexico, a museum founded in 1991 that documents UFO sightings, the Roswell Incident, and other unexplained phenomena. The assignment challenged us, as a class, to think critically about how a museum’s identity communicates its mission, organizes its visual elements, and engages visitors.
DRAFTING
As I reviewed the museum’s existing brand, I noticed that its logo and visual system were noisy and inconsistent, relying heavily on dense text and dated imagery. To address this, I embraced a “less is more” approach, creating a lettermark logo that could stand alone or be paired with a clean wordmark. This gave the brand a more cohesive and versatile visual system that could work across signage, digital media, and other applications.
I designed the updated identity to balance the museum’s serious research focus with an approachable, organized visual presence, while still reflecting the eccentric and intriguing nature of the subject matter. Typography became a leading tool in modernizing the brand and creating a uniform experience across touchpoints.
REFINED
CONCEPT
