The newly unveiled logo and brand system for the Field Museum is intentionally bold, modern and forward looking. “Mummies”, an exhibit that showcased recently unearthed research into the ancient practice of mummification, set the tone for the brand. The exhibit displayed mummy wrappings through the lens of a CT scan. This technology helped us see objects and profiles inside each wrapping in an entirely new way. Our goal was to reset the visitor perception of mummies from mysterious, dusty and passive, to engaging and awe inspiring. The information is typeset in various sizes of Druk. The bold, modern and playful visual design of this ancient technique turned heads.