The Linda Hall Unveils New Brand Identity, Inviting the Public to “Unleash Your Curiosity”
New name, visual identity, and messaging reflect an expanded vision for engaging Kansas City and the world through science, discovery, and exploration.
KANSAS CITY, MO — The Linda Hall today announced the launch of a new brand identity, including a refined institutional name, visual identity, and guiding invitation: Unleash Your Curiosity.
Known for decades as Linda Hall Library, the institution will now be known as The Linda Hall: Science Library and Arboretum, reflecting both the breadth of its offerings and its vision for the future. The rebrand arrives during the institution’s 80th anniversary year and marks a significant milestone in its ongoing evolution as a destination for the history of scientific discovery, intellectual exploration, and public engagement.
At the center of the new brand is a simple but powerful idea: curiosity is one of humanity’s defining characteristics. It is the force that drives scientific breakthroughs and deeper understanding of the world around us.
“Unleash Your Curiosity is an invitation to follow a question wherever it leads, to explore ideas that challenge and inspire, and to embrace the human drive to know and understand," said Eric Dorfman, PhD, President and CEO of The Linda Hall. "Information has never been more abundant, yet attention these days is scarce and curiosity is an increasingly vital resource. This brand reflects our belief that everyone has the capacity for discovery, and that The Linda Hall exists to help unlock it.”
The new identity includes a distinctive visual system designed to serve as a gateway, signaling that the doors of The Linda Hall are open to everyone. Through bold, welcoming design and a new swan-inspired emblem, the Cygnus; the scientific name for the swan and a symbol derived from the Hall family crest; the brand communicates openness. Together, these elements reflect the institution’s commitment to creating an inviting environment where people from all backgrounds can engage with science, ideas, and the natural world.
The rebrand also reflects the institution’s strategic focus on increasing public engagement and strengthening its role as a cultural and educational resource for the region.
“Our Board of Trustees has embraced a strategic vision that prioritizes access, engagement, and visitation,” said Anne Dema, PhD, Chair of The Linda Hall Board of Trustees. “This brand signals our commitment to throwing the doors of The Linda Hall wide open to Kansas City, to researchers, students, lifelong learners, and anyone who has ever been captivated by a question. We want people to know they belong here. This new identity serves as a beacon, welcoming all who seek knowledge, inspiration, and discovery.”
The launch coincides with a series of initiatives designed to expand public participation, including new exhibitions, educational programs, community partnerships, and enhanced visitor experiences throughout the Science Library and Arboretum.
For eight decades, The Linda Hall has preserved and shared some of the world’s most important scientific knowledge. Today, that mission remains unchanged. What has evolved is the institution’s ambition to connect that knowledge with a broader audience than ever before.
To learn more about the new brand and explore upcoming programs and experiences, visit lindahall.org.
About The Linda Hall: Science Library and Arboretum
Founded in 1946, The Linda Hall is a science library and arboretum where curiosity leads to discovery. Through exhibitions, research, public programs, educational initiatives, and extraordinary collections, The Linda Hall explores the ways scientific ideas have shaped; and continue to shape; our lives, communities, and future. Open to all, The Linda Hall invites visitors to uncover the stories behind innovation, connect with the human side of science, and unleash their curiosity. Learn more at lindahall.org.
