The Field Museum is hoping to change the way people perceive it.
The institution in the big wedding cake-building by the lakefront knows that people know it as a natural history museum, stuffed with dinosaur bones and mammal dioramas and all manner of cultural artifacts from peoples across time.Here is a video if you're looking to understand the new branding a little more:
But what folks aren’t so clear on is the museum’s work as a contemporary research institution, one that employs 150 scientists, officials said.
So the Field, beginning Tuesday, is rebranding itself with more emphasis on the institution as a whole and on the science done therein, part of a momentous 125th anniversary year that is also seeing a makeover of the central Stanley Field Hall, including the displacement of prized fossil Sue the T. rex in favor of a gigantic titanosaur skeleton cast.
The new slogan at the center of this first branding makeover since 1999? “Earth. We’re on it.”