The Roswell Museum and Art Center (RMAC), southeast New Mexico’s leading cultural institution, is introducing a new identity and logo effective Nov. 16, 2021, as the Roswell Museum. The last significant change to the museum’s visual identity was in 2006.
The name change to the Roswell Museum was implemented to clarify the institution’s diverse range of exhibitions and programming to the local community and beyond. In addition to its renowned collection of more than 9,000 art pieces and historical items and ever-changing contemporary art exhibitions, the Roswell Museum also houses significant historical artifacts from the Aston Collection of the American West as well as the laboratory of pioneering rocket scientist Robert H. Goddard, who conducted key experiments in Roswell from 1930 to 1942. The Robert H. Goddard Planetarium showcases full-dome films five days a week with a different selection of films each month, provides an exciting field trip destination for area students and offers summer space camps for children. Through its classes and workshops, the Patricia Lubben Basset Art Education Center serves hundreds of students annually from youth to adults.
Caroline Brooks, Executive Director of the Roswell Museum, explained, "While we've shortened our name in our logo to Roswell Museum, we've incorporated two extended versions of the logo to acknowledge the full titles of the art center and planetarium and fully recognize these significant elements of our facility."
The logo was developed by 3 Advertising of Albuquerque in collaboration with staff from the City of Roswell Public Affairs Department, museum leadership and community stakeholders. “In 2018 we began the process with our agency to develop a new brand identity for the museum that aligned with the city’s,” said Juanita Jennings, Public Affairs Director for the City of Roswell. “We realized the museum is more than a department – it’s a tourist attraction and a place for creative celebration. There was a lot of collaboration, trust, respect and sharing between our agency, the Public Affairs department, and the museum staff as each had a different perspective of what it should be. We are excited to see a modern look with a nod to our history in this new logo and brand identity.”
“In addition to the name better reflecting our offerings, we also wanted the visual identity to have a strong foundation rooted in a sense of place. The logo mark – which forms the lower case letters ‘r’ and ‘m’ – is inspired by the main entrance of the museum while the color palette is taken from the building exterior and natural colors of southeastern New Mexico,” noted Roswell Museum Public Programs Manager Rachelle Diaz. “In some ways, this is a return to our beginnings. The first public visual identity we have on file from the early 1940s states the name as the Roswell Museum.”
“We are thankful to have had the opportunity to develop a brand that recognizes the unique role that the museum plays within the city's diverse offerings and our community. It was also a great experience working with our Public Affairs Department and the creative minds at 3 Advertising on this important project. We hope that everyone likes it as much as we do,” said Brooks. “As we look towards celebrating 85 years in operation next year, it’s a meaningful way to honor our long history as a cultural and educational center created by and for the people of Roswell.”
The mission of the Roswell Museum is to inspire discovery and creativity along with cultural understanding of the American Southwest and the greater community. Founded as a Works Progress Administration (WPA) project in collaboration with local organizations, the Roswell Museum has been in continuous operation since it opened in 1937. When the WPA restructured in 1941, the City of Roswell assumed control of the museum. The Robert H. Goddard Planetarium opened in 1969 and was operated by the Roswell Independent School District until 2015. The planetarium was subsequently renovated and upgraded with a Digistar 6 LED theater system. The 20,000-square-foot Patricia Lubben Basset Art Education Center was constructed in 1998. Today, the museum’s facilities total 50,000 square feet including its galleries, store, classrooms, studios, collections storage, meeting spaces and offices.