With the groundbreaking name BIOTOPIA, a vivid logo and the stimulating strapline "Explore Life", the Bavarian Museum of Natural History has reinvented itself. Stressing the letter "O", the brand design's wordmark refers to the the nature of life itself. It invites the viewer to engage with the brand, aiming for identification. The logo harnesses curiosity for the museum's goal: the exploration of life sciences, leading towards a more balanced relationship between all living beings. The brand design makes the reinvention of the museum come alive, turns citizens into scientists and works as a lighthouse for life sciences half a decade before the museum opens.