For the past 150 years, The American Museum of Natural History has been a staple of New York City’s history and culture. With over two million square feet of exhibitions and scientific collections connected by a maze of corridors, hallways, and signs, this place presents a wayfinding puzzle like no other.

In anticipation of the Gilder Center opening in 2023, the AMNH hired Pentagram to design a comprehensive campus wide wayfinding system. I led the creative direction on the project, overseeing design, client relationship, fabrication and construction oversight.

Central to the system is a custom serif and sans serif typeface family, developed in collaboration with Chester Jenkins at Village, used throughout the wayfinding system, Gilder Center donor signage, and the Museum’s broader marketing communications. In addition, a suite of custom graphic icons identifying the various exhibits and amenities is used in the wayfinding signage and map to help provide clarity and character throughout the campus and user journey.