Wild West
2025
Identity

Museum of Western Heritage presents a visual identity that captures the energy, diversity, and human depth of the American West. The branding draws directly from the museum’s extensive collection, using illustrated forms, period iconography, and textured visual elements to reinforce a sense of lived history.

This approach highlights the people, cultures, and stories that shaped the West, rather than relying on the simplified imagery that pop culture often repeats. The identity invites visitors to connect with the region’s past in a personal way that feels lively and authentic. It positions the museum as a place where history is not only preserved, but experienced through bold visuals and narrative richness.

Buffalo Bill Cody and Iron Tail of the Oglala Sioux, 1890

Bob Askin on Broken Box Finals Cheyenne Frontier Days, 1930

Alice Greenough, Red Lodge, 1942

Henry Pratt and Pratt's grand daughter, 1940

Monte Reger and His Family, undated

Typefaces from the Hamilton Woodtype Collection were selected, a typeface collection that digitized J.E. Hamilton’s woodblock type from the late 1800’s

Final Logo: “Wild West” is deconstructed to form tension between the wild and tame— a theme often portrayed within western history and culture

The logo in horizontal form