We redesigned The Strong's brand identity, a highly interactive, collections-based educational institution devoted to the study and exploration of play. The previous identity of the museum lost the playful essence. After a thorough review of the logo, we created a new typographic logo with a lot of colors. The goal was to showcase the playfulness of the brand, instead of the minimalist style before. We used the character 'O' as focus and modified it to show elasticity and add colors to it, characteristics associated with being a child, the target audience. These changes might not be radical, but they provide a fresh look for existing customers while also capturing new target audiences.