The Children's Museum of Pittsburgh is an interactive learning institution to garner interest in tech, for children of any age. With an emphasis on hands-on learning, CMoP just launched Museum Lab, where children 10+ "can work with makers to create everything from furniture to apps, experiment with cutting edge technology in the creation of art."

For this expansion, the museum hired Paula Scher and her team at Pentagram to execute a brand refresh of the main museum, as well as develop branding for their new "lab" branch. Team leaders were Rory Sims and Jaenam Yoo, who used Sharp Sans Display No.1 as the primary typeface for all of the brand identity, and on-site signage and wayfinding. To differentiate between the museum and lab, Paula and her team used the lowercase bayer alternates for the logo and branding of the lab faction.