Griffith Observatory (Rebranding)
June, 2024
┗ Brand Identity & Elements
┗ Environmental Application
┗ Digital Application
┗ Stationary
┗ Merchandise
Griffith Observatory, an iconic institution in the heart of Los Angeles, sits on the southern slope of Mount Hollywood, offering panoramic views of the city and the stars. As a cultural and scientific landmark, it gives an experience that connects people with the universe, rooted in observatory’s mission to inspire and educate, vision of universal curiosity, and commitment to excellence and accessibility.
To better reflect dynamic approach to astronomy and public education, I am transforming brand identity into a modern, cohesive visual representation. This new identity aligns with contemporary design trends while honoring historical and cultural significance. By updating the visual elements, I aim to create a clean, recognizable brand that resonates with diverse audiences and adapts across various media. My purpose is to inspire curiosity and engagement with astronomy, reflecting the core values of observation, learning, inspiration, and community, and inviting everyone to join in the journey of discovery.
Role - Research, Concept Development, Art Direction, Design, Animation
Tools - Adobe Illustrator, Photoshop, Indesign, After Effects
Brand Identity & Elements
Logo
The Griffith Observatory logo integrates the letters 'G' and 'O' to create a sleek, modern design. This innovative logo not only embodies a clean aesthetic, but also represents the iconic observatory building. Departing from the previous logo that simply illustrated the observatory, this new logo captures the essence of Griffith Observatory's architectural elegance and scientific spirit within the minimalist yet evocative typography.
Typeface
The Outfit typeface, a geometric sans-serif font, exudes modernity and clarity, making it ideal for the new Griffith Observatory brand identity. Its clean lines and minimalist aesthetic reflect the observatory’s commitment to precision and accesibility, enhancing its identity as an educational and cultural landmark.
Color Palette
The color palette for Griffith Observatory is a reflection of its unique environment, featuring hues inspired by the observatory’s iconic white structure, the profound blackness of space, the tranquil gray of the moon’s surface, and the virbant purples and golds that illuminate both the night sky and the observatory after dusk.
Graphic Elements
The graphic elements of Griffith Observatory stem from the new logo, acting as a framing device that showcases the observatory's content and community. The 'G' symbolizes the observatory building, framing events and exhibitions, while the 'O' represents the cosmos, containing stars, the moon, planets, and more. The sizes of the 'G' and 'O' frames are flexible, adapting to the content they contain. This versatility ensures a visually engaging and cohesive representation of Griffith Observatory's offerings.
Environmental Applications
Identity Posters
Content Billboards - Public Events & Exhibitions
Digital Application
Social Media
Website
Mobile Website
Digital Watch Face
Stationary
Merchandise
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