We helped a diamond in the rough become a must-visit destination.


Named for famed showman William F. “Buffalo Bill” Cody, The Buffalo Bill Historical Center in Cody, Wyoming, showcases an impressive research library and five unique museums, all with valuable collections of the American West. But despite its many treasures, few people actually knew about the Center or what it offered. Hoping to put it on the map as a “must-visit” destination, the board of directors engaged Siegel+Gale with plans to elevate their brand and enhance their visitor experience.

We now are positioned as a prime destination committed to delivering an outstanding visitor experience and to sharing the American West and Buffalo Bill’s legacy with the world.

Bruce Eldredge, Executive Director and CEO of the Buffalo Bill Center of the West


Our team conducted onsite research to clarify what the organization stood for and to evaluate the visitor experience. These findings revealed that because the Center focused on the great American West, the name Buffalo Bill Historical Center was too limiting for the breadth and quality of its experience. After an intensive brand naming exploration, we arrived at a name more reflective of the vast scope and experience: the Buffalo Bill Center of the West.

With the new brand name secured, we embarked on a redesign of the Center’s visual identity—one that would match the magnitude of its extraordinary collections. The design features a bold logo for the Center as well as distinct icons for each museum and the research library.


With new graphic devices, imagery, colors and typefaces, the Buffalo Bill Center of the West now has a new name and visual identity that reflect its true prestige. Since transforming its brand, the Center has received significant recognition and was recently awarded a 2013 Certificate of Excellence Award from TripAdvisor.

What we did:

Related Work:

Let's talk about

Request a meeting