It is integral part of the Museum’s mission to communicate with a wide range of stakeholders and target groups. This includes the general public, the Berlin – Brandenburg community, as well as specific groups like policymakers, NGOs or the industry and other private actors. The Museum uses established formats but also experiments with different, individually tailored, approaches to engage with these diverse audiences. It has been successful in attracting and addressing young adult audiences and has developed into a space for public discourse and active citizenship.
At the beginning of 2018, after a long and inclusive process, the Museum launched its new logo and brand: „Für Natur“. Based on the handwriting of Alexander von Humboldt as a symbol for the Museum’s roots, the Museum began its journey to become an open forum for reflecting on and initiating societal change. The rebranding was necessary to align the Museum logo and appearance with its new direction. The Museum is a globally connected research institution producing and safeguarding knowledge, but, at the same time, becoming a convener, change agent and pace maker for a public discourse on nature and human-nature relationship.
The Museum developed and adopted Guidelines for Knowledge Transfer in 2018 as a logical extension of the Museum’s mission and vision on its way to becoming a communication centre that shapes scientific and societal dialogue about Earth’s future. Therefore, transfer has to be at the core of the Museum. To reach these goals and to share openly the Museum’s expertise with different target groups, the Guidelines divide transfer activities into the three areas of communicating, advising and applying.