In 2016, the museum sought visitor input in developing a new logo. Visitors and members attended multiple focus groups spanning the better part of a year. Focus group participants were shown a wide variety of concepts and designs which were created in-house. Despite many options, 99% of participants favored designs featuring Diplodocus carnegii, better known as “Dippy.”
Diplodocus carnegii has a long history with Carnegie Museum of Natural History spanning back to 1907. He was the first dinosaur in Dinosaur Hall. Our life-sized “Dippy” statue outside sports an impressive wardrobe of scarves, which delights the public and inspires selfies. In 2015, he won our friendly Clash of the Carnegies competition as the most beloved museum object, and posts about “Dippy” garner a high volume of “likes” on social media. From a marketing standpoint, it is advantageous because dinosaurs are the museum’s big differentiator from the other cultural institutions in Pittsburgh.
Capturing the right look and feel of “Dippy” took many iterations. Several talented designers and artists worked on multiple versions of the logo. Carnegie Museum of Natural History paleontologist Dr. Matt Lamanna made changes to make the final design more accurate.
When the new logo launched in December of 2016, it was received extremely well by the public. A post featuring the new logo and the brand story was liked more than 1,000 times across all of our social media platforms. User comments indicated excitement about the new logo, affection for “Dippy,” and interest in buying branded merchandise.