New Logo and Identity for We The Curious by Smith & Milton

Established in 2000, At-Bristol is a science center and museum in Bristol, UK, that offers interactive exhibits, hands-on experiments, workshops, activities, and the UK’s only 3D digital Planetarium. This September, the institution changed its name to We The Curious, “with a new direction and focus to ‘create a culture of curiosity’.” With the new name comes a new identity, designed by London- and Bristol, UK-based Smith & Milton. Our new name, ‘we the curious’, is part declaration, part call to action and embodies the innate desire in each of us to discover, experience and learn more about the world and our role in it.The logo has been created through a series of bright, geometric shapes to ambiguously form the word ‘curious’. The