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Graphic Design



Art



Info


Client
H.R. MacMillan Space Centre
Discipline
Brand Identity
Logo Design
Naming
Sector
Arts & Culture
Brief Summary
The AWE Planetarium is a fresh identity rebrand of Vancouvers H.R. MacMillan Space Centre. Sharing it’s iconic building with the Museum of Vancouver, it was important for the new identity to stand out, inspire exploration and boost visitor attendance.







Brand Key Words
Wonder
Curiosity
Optimism
Visual Key Words
Ascend
Activate
Surprise

Audience
Local
Active
All ages
Bohemian
Interested in nature & the planet
Hungry for inspiration, education
Young professionals with or without kids
Inspiration
The identity was inspired by the museums history and it’s New Formalist architecture. It was important to showcase it’s unique shape to set the museum apart from its competition.

To connect to the brand values, and evoke exciting possibilities, space imagery was swapped with abstraction. Inspired by paper marbling, the brands primary graphic background feels both retro, futuristic, and artistic.


Logo + Graphic Elements
Logo and elements were influenced by the buildings structure with the purpose of feeling futuristic, express movement and creatively convey the brand values.

Typography
Since the space age represented a time of modernism and rationality, it felt appropriate to use a typeface with the same symbolism.

Color
  • Informed by the retro colors of the space age and space photography.



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