The logo suggests a picture frame, with the museum's preferred acronym appearing in the bottom half, as if submerged. The type breathes through the letter U, which recalls a snorkel tube, bubbles and all.
Those bubbles are repeated throughout the system, appearing alongside aquatic vegetation. The theme of submersion is also repeated, most notably inside the envelope, where the phrase "Welcome to the sea" floats partially above its opening.
The majority of the system was designed in no more than two colors, but oversized stickers show how the palette can be expanded for full-color applications.
