The characteristic feature of a structure is that it accepts changes in form; this fact gives the structure features represented by the unity of its parts and wholeness. Accordingly, structure theorists consider the structure the major factor in composing the parts within the wholeness of the visual cognition according to a methodological adaptation of the creative processes in treating the elements of the logo, and this would make the logo have a visual identity that provides the recipient with a holistic description of the content of the materialistic representation. Additionally, the logo achieves identification between the concept and the reality at many times; therefore, it represents an entity that has characteristics and meanings which are expressed by these items and elements of the fine art representation. The problem of the research is shown through the following question: what is the fine art structure of the Natural History Museum logo's design? Hence, the goals of the research are: displaying the fine art structure of the Natural History Museum logo's design and building designing suggestions to develop this design. The research has two sections as follows: first, the conceptuality of the fine art structure and its image philosophy and second, the concept of the fine art structure in the artistic production of the logo. The research finds out that the concept of the logo appears through items and elements that conform to features of the fine art structure to build the visual identity that is in harmony semantically with its meaning, and reduction in ordering the elements contributes to the rhetoric of the fine art structure and its visual synthesis to reach the expressive visions
