Fleet Science Center CEO Steven Synder with the new logo. Photo by Chris Jennewein

San Diego’s venerable Reuben H. Fleet Science Center announced Thursday it will shorten its name to the Fleet Science Center amid a strategic change to focus on science education.

CEO Steven Snyder said the new name and logo are designed to position the Balboa Park museum as “a county-wide organization devoted to building and supporting communities rich in science learning.”

“Most people tend to think of us as the science center in Balboa Park with the IMAX dome theater, planetarium and hands-on exhibits,” Snyder said. “The Fleet Science Center is evolving to a county-wide organization that reaches across all of San Diego.”

Fleet officials embarked in 2014 on a series of studies about the museum’s future that resulted in a new strategic plan.

The plan includes an expansion of educational relationships to provide teacher professional development, science workshops and after-school programs in support of both teachers and students. It also includes partnering with community organizations to bring science into San Diego neighborhoods and developing new experiences at the science center.

The re-branding effort grew out of the new strategic plan, and was led by Mth Degree, a San Diego-based brand strategy and marketing agency.

Company founder Steven Morris said the new logo was designed around the golden ratio and Fibbonacci sequence from mathematics to show the connection with science. He said the new brand positions the Fleet as the “public heart and soul” of science in San Diego County.

“We believe that they’re the epicenter of the San Diego scientific community,” Morris said.

Snyder said the center will strive to be out in the community and engage people in science, no matter their age or background.

City News Service contributed to this article.

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Chris Jennewein

Chris Jennewein is Editor & Publisher of Times of San Diego.