The Brief
Design a brand identity campaign with multiple items. Our client was the aquarium The Current, which required a new identity and brand direction. They did not want to be seen as a "traditional" aquarium and wanted their identity to reflect that.
The Solution
The new Current is slick, tech-savvy, and open to people of all ages. They make use of VR technology to educate about marine life while providing entertaining interactive experiences.
Ideation & Sketching
I began by collecting lots of visual research about museums, zoos, and aquariums that were already in business near The Current's location, as well as other well-known places for some context of this project. From there, I began sketching and became interested in the idea of using the wavy, ribbon-like pattern created by ocean currents on a map.
To decide on brand direction, a presentation was prepared with three different options, including moodboards. The client chose the bold, hip, gamer-like option (right) and the logo development was officially underway.
The initial design of my logo (left) looked somewhat like a fish, but it was too literal and didn't seem hip enough for a trendy place. I went back to rework it several times and ended up with a clean, abstract C-shaped logo (right). The color palette was also updated to more bold and electric colors to better reflect the client's needs.
Many different type options were considered, it was difficult to find the "perfect" one that was just quirky enough but could still be taken seriously in professional settings. The final one the was selected was Sans Mateo, a sans-serif typeface which tapers off to a rounded point.
The Final Logo
Business Cards
The initial design of the business cards was close, but needed to be more sleek and minimal. They had become a little cluttered and required a better hierarchy of information. The final business cards (right) were clean and easier to read than the first ones.
Stationery
The company stationery also went through a number of edits, before landing on this clean and minimal design. All brand information is presented clearly, but it does not distract from the contents of the letter.
The brand standards guide linked at the top of this page details the proper usage for each of these items.