Troika was commissioned by the Science Museum to create the Identity of ‘Science Museum Arts Projects', a new department within the Science Museum, which introduces to the public artists' perspectives on the past, present and future of Science and Technology in contemporary art.

The primary challenge was to come up with an identity that would attract a more ‘grown-up' audience than the usual visitors at the same time responding to the already existing single line identity of the Science Museum.

We defined the SMAP identity by designing a logo that responded to the already existing single line identity of the Science Museum, but extended it to become a banner that would span across all media; this was reinforced by an actual banner that would run across posters, invitations and adverts.

In order to distinguish the SMAP identity from other Museum sub-brands, we chose to apply only one colour from the existing range of corporate colours per exhibition, in contrast to the usual bold, bright and childlike application of colours used by the other departements.

'