California Academy of Sciences (Museum Branding)
For a student branding project, I would rebrand the California Academy of Sciences, a research institute and science museum based in San Francisco, California. The project goals were to create a visual language which resonates with their target audience (educators, families, and the greater Bay Area community).
I studied the strategies as to how science musuems make themselves attractive to their audiences, such as through unique photography styles and saturated color palettes. The Academy's additional focus on studying and protecting the natural world allowed opportunity to distinguish themselves from competition.
The revised organizational logo is a two-part system. The “Academy Star” symbolizes the Academy's five values (exploration, collaboration, diversity, courage, and advocacy), and its five organizational divisions. The star acts as a primary graphic element and can be used in pattern, texture, and digital treatment.
The logotype “CAS” identifies the Academy using the typeface Parabolica, a geometric sans serif. The cross bar in the “A” is removed for added brand recognizability, and the lone “A” can act as a secondary graphic element.
For the website I would slightly enhance saturation on photography to draw attention. Additionally, I chose to soften the shade of green for their color palette, as to be easier on the eye.
DDT, the primary typeface, brands the Academy as a forward-thinking science institution. DM Sans acts as a neutral and mature body copy which is appropriate for a distinguished museum and professional organization.
For chosen photography, it was best to focus on the animals and the natural world. Close-ups especially give the viewer a detailed and vibrant perspective, ideally what they would see while visiting the Academy's museum.
This project was an excellent opportunity in strengthening my branding skills. I went through many rounds of iteration before deciding on final typefaces, logotype, the graphic elements, and deciding how to implement them into the system. Additionally, I was successfully able to connect the Academy's brand story and characteristics to the identity system.
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