NASA Rebranding: Research & Strategy (Student Project) by Chen Chung-Yu

National Alliance for Scientific Advancement Rebranding The Next Giant Leap Research & Strategy

The Next Giant Leap: Vol. 1 Research & Strategy

The Next Giant Leap

The Next Giant Leap: Vol. 1 Research & Strategy

Brand History

New Visions

Future Audience

06 History Timeline of NASA

24 Why Do We Need a New Vision?

32 Who Will Be the New Target Audience?

08 The Creation

26 What Should Be Different?

34 Potential Target Audience

10 Project Mercury

28 New Visual Direction

36 Major Target Audience

12 Project Gemini

38 Potential Contributor

13 Project Apollo 16 SkyLab 17 Space Shuttle Program 18 International Space Station

40 Not Our Target Audience

The Next Giant Leap: Vol. 1 Research & Strategy

“Mystery creates wonder and wonder is the basis of men’s desire to understand” —Neil Armstrong American astronaut,

the first person to walk on the Moon.

The Next Giant Leap: Vol. 1 Research & Strategy

Brand History Chapter 01: Brand History 06 History Timeline of NASA 08 The Creation 10 Project Mercury 12 Project Gemini 13 Project Apollo 16 SkyLab 17 Space Shuttle Program 18 International Space Station

History Timeline of NASA

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

Important Events in NASA’s History

1955 Aug.2 Space Race Start The Soviet Union responded to the US of intent to launch artificial satellites for the International Geophysical Year by declaring they would also launch a satellite “in the near future”

1957 Oct.4 (Sputnik crisis) Soviet launch of the world first artificial satellite, Sputnik 1.

1958 NASA Established

1940

1950

1969 Moon Landing

President Dwight D. Eisenhower

In July 1969, Moon landing was made on

Established NASA

the Apollo 11 mission,

1960

1970

1980

1990

S A P C E R A C E (1955 –1975) X - 1 5 R O C K E T P L A N E (1955 –1975)

S P A C E S H U T T L E P R O G R A M (1972–2011)

P R O J E C T M E R C U R Y (1959 –1963) P R O J E C T G E M I N I (1961–1966) P R O J E C T A P O L L O (1961–1972) S K Y L A B (1965 –1979)

After 1946 Before NASA

1958 Jul. 29 NASA Established

1961–1966 Project Gemini

National Advisor y Commit tee for

The National Aeronautics and Space Act

T h e p r o j e c t fo c u s e d o n d e v e l o p i n g

Ae rona u t ic s ( N AC A ) has b e e n e x p e r i -

was passed and absorbed its preceding

space rendezvous techniques and Earth

menting with rocket plans such as the

agency, National Advisory Committee for

Landing and collecting medical data on

supersonic Bell x-1

Aeronautics (NACA) becoming NASA.

the effects of weightlessness on human.

1958 Dec. JPL Joined NASA

1961–1072 Project Apollo

N A S A soon gained cont rol of t he Jet

John F. Kennedy ask Congress on May 25,

Propulsion Laboratory which operated by

1961 to commit the federal government to

the California Institute of Technology.

a program to land a man on the moon by

The Space Shut tle become the major

the end of the 1960s.

focus of NASA in the late 1970s and the

The program employed mechanical tech-

In July 1969, Moon landing was made on

1989s. Planned as a frequently launchable

niques used in the later manned space

the Apollo 11 mission, Neil Armstrong, and

and mostly reusable vehicle, Four space

flight programs.

Buzz Aldrin were the first two people to

shuttle orbiters were built by 1985. The

1959–68 X-15 Rocket Plane

stand on the moon.

First to launch, Columbia, did so on April

NASA is succeeded sending astronaut

1965–1979 Skylab

12, 1981, the 20th anniversary of the first

Alan Shepard in the space on May 1961,

Skylab was the United States’ f irst and

1959–63 Project Mercury

and John Glenn became the first American to be launch into orbit on Feb.20 1962

1972–2011 Space Shuttle Program

only independent built space station.

known human space flight. The program spanned 30 years with over 300 astronauts sent into space.

1985 1st. Space shuttle launched

Since 2011 NASA’s strategic goals have been

The first space shuttle,Columbia launched in Apr. 12 1981, the 20th anniversar y of the first known human space flight.

• Extend and sustain human activities across the solar system

Space Mission Division

• Expand scientific understanding of the Earth and the universe • Create innovative new space technologies • Advance aeronautics research • Enable program and institutional capabilities to conduct NASA’s aeronautics and space activities

1986 Challenger Disaster Space shut tle Challenger exploded 81 second after launched.

• Share NASA with the public, educators, and students to provide opportunities to participate

Gravity & Time Transmission Division

1990 Hubble Space Telescope Space Telescope was brought into orbit in 1990.

2000

2010

2020

2025 NASA: The Next Giant Leap Starts

I N T E R N A T I O N A L S P A C E S T A T I O N (1993– PRESENT )

C O M M E R C I A L R E S U P P L Y S E R V I C E (2006 – PRESENT )

NASA Communication & Education

C O M M E R C I A L C R E W P R O G R A M (2106 – PRESENT ) B E Y O N D L O W E A R T H O R B I T P R O G R A M (2106 – PRESENT )

Earth Sustainable Division 1993–Present International Space Station

2010–Present Commercial Crew Program

The ISS combines NASA’s Space Freedom

The program was initiated in 2010 with the

Proje c t w it h t he Sov iet /Rus sian Mir–

purpose of creating American commer-

station, the Columbus station, and the

cially operated crewed spacecraft capable

Japanese Kibo laboratory module. The on

of delivering at least four crew member to

orbit assembly began in 1998, the comple-

the ISS.

tion of the US Orbital Segment occurred in 2011.

2006–Present Commercial Resupply Service CRS vehicle began in 2006 with the purpose of creating American commercially operated uncrewed cargo vehicles to service the ISS.

NASA’s History

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

The Creation 1946–1959

The Creation (1946–1959)

Kennedy Receives Mariner 2 Model

Bell X-1

D r. W i l l i a m H . P i c ke r i n g , (c e n te r) J P L D i r e c to r, P r e s i d e n t J o h n F.

T h e B e l l X-1, d e s i g n a te d o r i g i n a l l y a s X S -1, w a s a j o i n t N a t i o n a l

Kennedy, (right ). NASA Administrator James E. Webb (background) dis-

Advisor y Commit tee for Aeronautics-U.S. Army Air Forces— U.S. Air

per hour (2,600 km/h; 1,400 kn) in 1954. The X-1 was the first manned

cussing the Mariner program, with a model presented.

Force supersonic research project built by the Bell Aircraft Company.

airplane to exceed the speed of sound in level f light and was the f irst

Conceived during 1944 and designed and built in 1945, it achieved

of the so-called X-planes , a series of American experimental rocket

capacity and hence longer rocket burning time, exceeded 1,600 miles

a speed of nearly 1,000 miles per hour (1,600 km/h; 870 kn) in 1948.

planes (and non-rocket planes) designated for testing of new technol-

A derivative of this same design , the Bell X-1A , having greater fuel

ogies and often kept secret.

Creation of NASA From 1946, the National Advisory Committee for Aeronautics (NACA) had been experimenting with rocket planes such as the supersonic Bell X-1. In the early 1950s, there was challenge to launch an artificial satellite for the International Geophysical Year (1957–58). An effort for this was the American Project Vanguard. After the Soviet launch of the world’s first artificial satellite (Sputnik 1) on October 4, 1957, the attention of the United States turned toward its own fledgling space efforts. The US Congress, alarmed by the perceived threat to national security and technological leadership (known as the “Sputnik crisis”), urged immediate and swift action; President Dwight D. Eisenhower and his advisers counseled more deliberate measures. This led to an agreement that a new federal agency mainly based on NACA was needed to conduct all non-military activity in space. The Advanced Research Projects Agency (ARPA) was created in February 1958 to develop space technology for military application. On July 29, 1958, Eisenhower signed the National Aeronautics and Space Act, establishing NASA. When it began operations on October 1, 1958, NASA absorbed the 46-year-old NACA intact; its 8,000 employees, an annual budget of US$100 million, three major research laboratories (Langley Aeronautical Laboratory, Ames Aeronautical Laboratory, and Lewis Flight Propulsion Laboratory) and two small test facilities.[14] A NASA seal was approved by President Eisenhower in 1959.[15] Elements of the Army Ballistic Missile Agency and the United States Naval Research Laboratory were incorporated into NASA. A significant contributor to NASA’s entry into the Space Race with the Soviet Union was the technology from the German rocket program led by Wernher von Braun, who was now working for the Army Ballistic Missile Agency (ABMA), which in turn incorporated the technology of American scientist Robert Goddard’s earlier works.[16] Earlier research efforts within the US Air Force and many of ARPA’s early space programs were also transferred to NASA. In December 1958, NASA gained control of the Jet Propulsion Laboratory, a contractor facility operated by the California Institute of Technology.

Sputnik 1 “ Satellite -1”, was the f irs t ar tif icial Ear th satellite. The Soviet Union launched it into an elliptical low Earth orbit on 4 October 1957. It was a 58 cm (23 in) diameter polished metal sphere, with four external radio antennae to broadcast radio pulses. It was visible all around the Earth and its radio pulses were detectable. This surprise success precipitated the American Sputnik crisis and triggered the Space Race, a part of the larger Cold War. The launch ushered in new political, militar y, technological, and scientific developments.

NASA’s History

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

Project Mercury 1959–1963

Project Mercury (1959–1963)

All Rigged Up

Mercury-Atlas 6 Mission Preparation

John Glenn in orbit (Mercury-Atlas 6)

The photograph from 1959 shows the Project Mercur y Altitude Wind

Astronaut John H. Glenn Jr., NASA f light surgeon William Douglas and

A camera aboard the “Friendship 7” Mercur y spacecraft photographs

Tunnel Gimbaling Rig. The Multiple A xis Space Test Iner tia Facilit y, or

equipment specialist Joseph W. Schmidt leave crew quar ters prior to

A s tronaut John H. Glenn Jr. during the Mercur y-Atlas 6 spacef light

MASTIF, was developed for Project Mercur y to train astronauts in gain-

the Mercur y-Atlas 6 mission. Glenn is in his pressure suit and is carr y-

(0 0302-3); Photographs Glenn as he uses a photometer to view the

ing control over a spacecraft that could move in multiple directions at

ing the portable ventilation unit.

sun during sunset on the MA-6 space flight

once pitching, rolling, and yawing all at the same time.

Project Mercury Shortly after the Space Race began, an early objective was to get a person into Earth orbit as soon as possible, therefore the simplest spacecraft that could be launched by existing rockets was favored. The US Air Force’s Man in Space Soonest program considered many manned spacecraft designs, ranging from rocket planes like the X-15, to small ballistic space capsules.] By 1958, the space plane concepts were eliminated in favor of the ballistic capsule. When NASA was created that same year, the Air Force program was transferred to it and renamed Project Mercury. The first seven astronauts were selected among candidates from the Navy, Air Force and Marine test pilot programs. On May 5, 1961, astronaut Alan Shepard became the first American in space aboard Freedom 7, launched by a Redstone booster on a 15-minute ballistic (suborbital) flight. John Glenn became the first American to be launched into orbit by an Atlas launch vehicle on February 20, 1962 aboard Friendship 7. Glenn completed three orbits, after which three more orbital flights were made, culminating in L. Gordon Cooper’s 22-orbit flight Faith 7, May 15–16, 1963. The Soviet Union (USSR) competed with its own single-pilot spacecraft, Vostok. They sent the first man in space, by launching cosmonaut Yuri Gagarin into a single Earth orbit aboard Vostok 1 in April 1961, one month before Shepard’s flight. In August 1962, they achieved an almost four-day record flight with Andriyan Nikolayev aboard Vostok 3, and also conducted a concurrent Vostok 4 mission carrying Pavel Popovich.

Launch of Friendship 7 Launch of Friendship 7, the first American manned orbital space flight. Astronaut John Glenn aboard, the Mercur y-Atlas rocket is launched from Pad 14.

NASA’s History

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

Project Gemini 1961–1966

Project Gemini (1961–1966) Project Gemini Based on studies to grow the Mercury spacecraft capabilities to long-duration flights, developing space rendezvous techniques, and precision Earth landing, Project Gemini was started as a two-man program in 1962 to overcome the Soviets’ lead and to support the Apollo manned lunar landing program, adding extravehicular activity (EVA) and rendezvous and docking to its objectives. The first manned Gemini flight, Gemini 3, was flown by Gus Grissom and John Young on March 23, 1965.Nine missions followed in 1965 and 1966, demonstrating an endurance mission of nearly fourteen days, rendezvous, docking, and practical EVA, and gathering medical data on the effects of weightlessness on humans. Under the direction of Soviet Premier Nikita Khrushchev, the USSR competed with Gemini by converting their Vostok spacecraft into a two- or three-man Voskhod. They succeeded in launching two manned flights before Gemini’s first flight, achieving a three-cosmonaut flight in 1963 and the first EVA in 1964. After this, the program was canceled, and Gemini caught up while spacecraft designer Sergei Korolev developed the Soyuz spacecraft, their answer to Apollo.

Ed White performs f irst U.S. spacewalk

Astronaut Edward H. White II, pilot for the Gemini-Titan 4 space flight,

wrapped in gold tape to form one cord. In his right hand, White carries

f loats in space during America’s f irst spacewalk . The ex travehicular

a Hand-Held Self Maneuvering Unit (HHSMU), which he used to help

himself to the end of the 8-meter tether and back to the spacecraf t

activit y (E VA ) was per formed during the Gemini 4 mission on June 3,

move him around the weightless environment of space. The visor of his

three times using the hand-held gun. After the first three minutes the

minutes , ending over the Gulf of Mex ico. Initiall y, White propelled

1965. White spent 23 minutes maneuvering around his spacecraf t

helmet is gold plated to protect him from the unfiltered rays of the sun.

fuel ran out and White maneuvered by t wisting his body and pulling

as Jim McDivit t remained inside the spacecraf t. White is at tached to

The spacewalk star ted at 3:45 p.m. EDT on the third orbit when White

on the tether.

the spacecraf t by a 25-f t. umbilical line and a 23-f t. tether line, both

opened the hatch and used the hand-held manuevering ox ygen-jet

In a photograph taken by Commander James McDivit t taken early in

gun to push himself out of the capsule.

the EVA over a cloud-covered Pacif ic Ocean, the maneuvering gun is

The E VA s tar ted over the Pacif ic Ocean near Hawaii and las ted 23

visible in White’s right hand.

NASA’s History

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

Project Apollo 1961–1966

Project Apollo (1961–1972) We believe that when men reach beyond this planet, they should leave their national differences behind them. —President John F. Kennedy Project Apollo The U.S public’s perception of the Soviet lead in putting the first man in space, motivated President John F. Kennedy to ask the Congress on May 25, 1961 to commit the federal government to a program to land a man on the Moon by the end of the 1960s, which effectively launched the Apollo program. Apollo was one of the most expensive American scientific programs ever. It cost more than $20 billion in 1960s dollars or an estimated $206 billion in present-day US dollars.(In comparison, the Manhattan Project cost roughly $26.3 billion, accounting for inflation.] It used the Saturn rockets as launch vehicles, which were far bigger than the rockets built for previous projects. The spacecraft was also bigger; it had two main parts, the combined command and service module (CSM) and the lunar landing module (LM). The LM was to be left on the Moon and only the command module (CM) containing the three astronauts would eventually return to Earth.

Apollo 11 CSM photographed from Lunar Module

Buzz Aldrin on the Moon

The Apollo 11 Command and Ser vice Modules (CSM) are photographed

A s tronaut B uzz A ldr in walk s on the sur face of the moon near the

from the Lunar Module (LM) in lunar orbit during the Apollo 11 lunar

leg of the lunar module Eagle during the Apollo 11 mission. Mission

landing mission. The lunar surface below is in the north central Sea of

commander Neil Armstrong took this photograph with a 70mm lunar

Fer tilit y. The coordinates of the center of the picture are 51 degrees

sur face c amera . W hile as t ronaut s A r ms t rong and A ldr in ex plored

east longitude and 1 degree nor th latitude. About half of the crater

the Sea of Tranquilit y region of the moon, astronaut Michael Collins

Taruntius G is visible in the lower lef t corner of the picture. Par t of

remained with the command and ser vice modules in lunar orbit.

The second manned mission, Apollo 8, brought astronauts for the first time in a flight around the Moon in December 1968. Shortly before, the Soviets had sent an unmanned spacecraft around the Moon. On the next two missions docking maneuvers that were needed for the Moon landing were practiced and then finally the Moon landing was made on the Apollo 11 mission in July 1969.

The first person to stand on the Moon was Neil Armstrong, who was followed by Buzz Aldrin, while Michael Collins orbited above. Five subsequent Apollo missions also landed astronauts on the Moon, the last in December 1972. Throughout these six Apollo spaceflights, twelve men walked on the Moon. These missions returned a wealth of scientific data and 381.7 kilograms (842 lb) of lunar samples. Topics covered by experiments performed included soil mechanics, meteoroids, seismology, heat flow, lunar ranging, magnetic fields, and solar wind. The Moon landing marked the end of the space race; and as a gesture, Armstrong mentioned mankind when he stepped down on the Moon. Apollo set major milestones in human spaceflight. It stands alone in sending manned missions beyond low Earth orbit, and landing humans on another celestial body. Apollo 8 was the first manned spacecraft to orbit another celestial body, while Apollo 17 marked the last moonwalk and the last manned mission beyond low Earth orbit to date. The program spurred advances in many areas of technology peripheral to rocketry and manned spaceflight, including avionics, telecommunications, and computers. Apollo sparked interest in many fields of engineering and left many physical facilities and machines developed for the program as landmarks. Many objects and artifacts from the program are on display at various locations throughout the world, notably at the Smithsonian’s Air and Space Museums.

Taruntius H can be seen at lower right.

The Next Giant Leap: Vol. 1 Research & Strategy

“This is one small step for a man, one giant leap for mankind.” —Neil Armstrong

NASA’s History

SkyLab1965–1979

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

SkyLab (1965–1979) Skylab Skylab was the United States’ first and only independently built space station.[44] Conceived in 1965 as a workshop to be constructed in space from a spent Saturn IB upper stage, the 169,950 lb (77,088 kg) station was constructed on Earth and launched on May 14, 1973 atop the first two stages of a Saturn V, into a 235-nautical-mile (435 km) orbit inclined at 50° to the equator. Damaged during launch by the loss of its thermal protection and one electricity-generating solar panel, it was repaired to functionality by its first crew. It was occupied for a total of 171 days by 3 successive crews in 1973 and 1974.[44] It included a laboratory for studying the effects of microgravity, and a solar observatory.[44] NASA planned to have a Space Shuttle dock with it, and elevate Skylab to a higher safe altitude, but the Shuttle was not ready for flight before Skylab’s re-entry on July 11, 1979.[45]

To save cost, NASA used one of the Saturn V rockets originally earmarked for a canceled Apollo mission to launch the Skylab. Apollo spacecraft were used for transporting astronauts to and from the station. Three three-man crews stayed aboard the station for periods of 28, 59, and 84 days. Skylab’s habitable volume was 11,290 cubic feet (320 m3), which was 30.7 times bigger than that of the Apollo Command Module.[45]

Skylab Paved Way for International Space Station As the crew of Skylab 2 depar ts, the gold sun shield covers the main por tion of the space station. The solar array at the top was the one f re e d dur ing a s pacewalk . T he four, w indmill - like solar ar ray s are attached to the Apollo Telescope Mount used for solar astronomy.

NASA’s History Space Shuttle Program 1972–2011

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

Space Shuttle Program (1972–2011) Space Shuttle Program The Space Shuttle became the major focus of NASA in the late 1970s and the 1980s. Planned as a frequently launchable and mostly reusable vehicle, four space shuttle orbiters were built by 1985. The first to launch, Columbia, did so on April 12, 1981, the 20th anniversary of the first known human space flight. Its major components were a spaceplane orbiter with an external fuel tank and two solid-fuel launch rockets at its side. The external tank, which was bigger than the spacecraft itself, was the only major component that was not reused. The shuttle could orbit in altitudes of 185–643 km (115–400 miles) and carry a maximum payload (to low orbit) of 24,400 kg (54,000 lb). Missions could last from 5 to 17 days and crews could be from 2 to 8 astronauts. On 20 missions (1983–98) the Space Shuttle carried Spacelab, designed in cooperation with the European Space Agency (ESA). Spacelab was not designed for independent orbital flight, but remained in the Shuttle’s cargo bay as the astronauts entered and left it through an airlock. Another famous series of missions were the launch and later successful repair of the Hubble Space Telescope in 1990 and 1993, respectively. In 1995, Russian-American interaction resumed with the Shuttle-Mir missions (1995–1998). Once more an American vehicle docked with a Russian craft, this time a full-fledged space station. This cooperation has continued with Russia and the United States as two of the biggest partners in the largest space station built: the International Space Station (ISS). The strength of their cooperation on this project was even more evident when NASA began relying on Russian launch vehicles to service the ISS during the two-year grounding of the shuttle fleet following the 2003 Space Shuttle Columbia disaster. The Shuttle fleet lost two orbiters and 14 astronauts in two disasters: Challenger in 1986, and Columbia in 2003. While the 1986 loss was mitigated by building the Space Shuttle Endeavour from replacement parts, NASA did not build another orbiter to replace the second loss.

Reflections of Atlantis This image of space shuttle Atlantis was taken shor tly af ter the rotating ser vice structure was rolled back at Launch Pad 39A , Thursday, July 7, 2011. Atlantis is set to liftoff today, Friday, July 8, on the final flight of the Space Shuttle Program.

NASA’s History International Space Station 1993–Present

International Space Station (1993–present)

The Next Giant Leap: Vol. 1 Research & Strategy Brand History

International Space Station (1993–present) The International Space Station (ISS) combines NASA’s Space Station Freedom project with the Soviet/Russian Mir-2 station, the European Columbus station, and the Japanese Kibō laboratory module. NASA originally planned in the 1980s to develop Freedom alone, but US budget constraints led to the merger of these projects into a single multi-national program in 1993, managed by NASA, the Russian Federal Space Agency (RKA), the Japan Aerospace Exploration Agency (JAXA), the European Space Agency (ESA), and the Canadian Space Agency (CSA). The station consists of pressurized modules, external trusses, solar arrays and other components, which have been launched by Russian Proton and Soyuz rockets, and the US Space Shuttles. It is currently being assembled in Low Earth Orbit. The on-orbit assembly began in 1998, the completion of the US Orbital Segment occurred in 2011 and the completion of the Russian Orbital Segment is expected by 2016. The ownership and use of the space station is established in intergovernmental treaties and agreements which divide the station into two areas and allow Russia to retain full ownership of the Russian Orbital Segment (with the exception of Zarya), with the US Orbital Segment allocated between the other international partners.

ISS after STS-117 in June 2007 B a ckd rop p e d by t h e b la ck n e s s of s pa ce a n d E a r t h’s ho r izo n , t h e Inte r nat io na l S p a ce St at io n m ove s a w ay f ro m t h e S p a ce S h u t t l e At la nt is . E a r l i e r t h e S T S -117 a n d E x p e d i t io n 15 cre w s co n cl u d e d about eight days of cooperative work onboard the shuttle and station. Undocking of the t wo spacecraft occurred at 9:42 a.m. (CDT ) on June 19, 2007. Astronaut Lee Archambault, STS-117 pilot, was at the controls for the depar ture and f ly-around, which gave Atlantis’ crew a look at the station’s new expanded configuration.

This Is Happening Now

The Next Giant Leap: Vol. 1 Research & Strategy

What will be the next?

The Next Giant Leap: Vol. 1 Research & Strategy

New Vision Chapter 02: New Vision 24 Why Do We Need A New Vision? 26 What Should be different? 28 New Visual Direction

Why Do We Need a New Vision?

The Next Giant Leap: Vol. 1 Research & Strategy New Vision

NASA’s expenses rely on the allocation of federal budgets, and is related to how people think of NASA. Most of people feel distant when think of it. Why Does NASA need to change? For decades, NASA has focused on space explorations and developing innovative technology to solve all kinds of problems we might confront on every mission. Our vision is not only to show how pioneering technology can lead us to the next scientific breakthrough, but we also carry the responsibility to answer the question, “What is the future for all human beings?” Since NASA was established, all the technology we developed has helped human beings internationally in agriculture, telecommunications, communication and preventing natural disasters. As a group of talented scientists, professional and creatives, we focused on how to benefit people and never boasted about what we did. This act has become a drawback to NASA, makes people feel distant. And all the jargon and hard-to-understand scientific concepts made the situation even worse. What is the new NASA about? There is no doubt that we need to re-construct our brand communication because NASA’s expenses rely on the allocation of federal budgets, and is related to how people think of NASA. People say, “All business is show business”, but we believe NASA is more than that. NASA will stand for National Alliance for Scientific Advancement, which collaborates with organizations who want to bring fundamental changes to human history together, such as SpaceX, Alphabet, and Facebook. The goal is to increase the ability to integrate the diverse expertise of these organizations and bring the maximum benefits to people lives. NASA’s new Vision: The Next Giant Leap The future brand direction will not only go back to NASA’s core philosophy “Reach new heights, reveal the unknown, and benefit all humankind”, but also go beyond. NASA will dedicate applying more technology and knowledge to people’s daily lives holistically, from products to services, from providing education opportunities to shifting our cognition of science. NASA believes that when we reconnect ourselves to people and humankind, we can start the next giant leap for our future.

Our vision is not only to show how pioneering technology can lead us to the next scientific breakthrough, but we also carry the responsibility to answer the question, â&#x20AC;&#x153;What is the future for all human beings?â&#x20AC;?

What Should Be Different? Compare the Original and the New Vision

The Next Giant Leap: Vol. 1 Research & Strategy New Vision

From Exploring the Space

Reaching for new heights and reveal the unknown for the benefit of humankind.

Original Vision: For over 50 years, NASAâ&#x20AC;&#x2122;s(National Aeronautics and Space Administration) vision is to reveal the unknown for the benefit of humankind and we keep exploring the universe, and bring hopes and new imaginations for the future of our generations. Yet, with new evidence of gravitational waves, researches of brain science, and nova-technology, we realized that there are more opportunities to explore the unknown besides the universe and the space. Aeronautic and space is not longer the only field we can find the answers from, we need to aim bigger and even much further.

To Exploring the Unknown of All Kinds

NASA will stand for National Alliance for Scientific Advancement. It will collaborates with organizations who want to bring fundamental changes to human history together, such as SpaceX, Alphabet, and Facebook. The goal is to increase the ability to integrate the diverse expertise of these organizations and bring the maximum benefits to people lives.

New Vision To understand and explore more, NASA need to transform into a comprehensive and a highly integrated international organization. NASA will stand for National Alliance for Scientific Advancement, which collaborates with organizations who want to bring fundamental changes to human history together, such as SpaceX, Alphabet, and Facebook. The goal is to increase the ability to integrate the diverse expertise of these organizations and bring the maximum benefits to people lives. The major fields of extension will include Brain and Subconscious Science Research, Life Form and Cosmos Similarity Research, Time and Gravity Research. The future research direction will not only keep explore the outer space, but also deep into the inner universe of our brain and find out the inter-connection of in time and space for the benefit of humankind. 29

New Visual Direction

The Next Giant Leap: Vol. 1 Research & Strategy New Vision

Better Look for Better Communication

Before: Bulky

NA S A

The Next Giant Leap: Vol. 1 Research & Strategy New Vision

After: Clean and Modern

Brief of visual presentation for New NASA The new NASA will be the most advanced exploration and scientific union in the world. We also want to show the audience that we are the group of people from all over the fields full with passion and energetic to challenge limitation of humankind

The Next Giant Leap: Vol. 1 Research & Strategy

Future Audience Chapter 03: Future Audience 32 Who Will Be the New Target Audience? 34 Potential Target Audience 36 Major Target Audience 38 Potential Contributor 40 Not Our Target Audience

Who Will Be the New Target Audience?

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Target Audience Overview

Ming-Ting Huang

Aries Peres

Eriko Takagi

Rodrigo Munoz

Not Interested in Science

Not Our Target Audience

Potential Target Audience

Major Target Audience

People who cares nothing about science

• People who have no negative feeling about science, but not really fond of it.

• People who like science in general, and likes to take risk.

• People who only interests in specific field of science.

• People who cares not only about themselves, but also the world.

Natalie Neumeier

Ladonna Moore

Shannon Millman

Don Cooper

Interested in Science

Potential Contributor

Contributor

• People who have certain degree of understanding in science.

• People who work as scientists or related jobs.

• People who are activists.

Potential Target Audience

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Eriko Takagi

Eriko Takagi still life photographer Opinion of NASA:

I appreciate all the works that NASA has done, but I don’t resonate with the astronomical event. I’m more like to know the things around her. — Eriko Takagi

Eriko’s Personality Traits

1. She is a still life photographer because she is alway amazed by how spectacular the shape, complicated pattern and other organized features in life forms such as Nautilus and the lines on the clamshell.

Age: 26

2. She is not a spiritual person, but somehow she believes that there is higher power give the world some nature order and balance since there are many coincidences without proper explanations.

Education Background: Contemporary Photography in art institute of Chicago Income: not stable From: family move to USA from Japan around 1980.

3. She likes to watch sea, lake and river, not just because her Japanese root which likes to observe nature but because she has the curiosity to know what is the world it is under the surface of the sea.

4. She is working hard since in the traditional Japanese culture woman is not expected to be success in their field compare to male, the more people tell her that she cannot reach something, the more she wants to challenge and let people drop their chin. 5. She likes to be in nature, but when it comes reading nature science related article, she somehow feels that scientists explain all the phenomena with a narrow eye and always use too many professional terms and language which make her feel not easy to digest.

6. She cares about the environment, and she wants to contribute herself to protect it. She hopes her photography will serve more functions than just beautiful pictures. She plans to have an exhibition to show the similar feature between human and other life forms and create more dialogue about we all live in the same Planet. 7. W h e n b e i n g a s k e d a b o u t N A S A : S h e a p p r e c i ates all the work the organization has done, but s he doe s not ver y re s onate w i t h t he as t ronom ic al event . She is more like to k now t he t hings around her.

Potential Target Audience

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Aries Peres

Aries Peres self-educated maker Opinion of NASA:

I appreciate NASA very well because I know they actually taking few money compare to other national budgets but doing great development in technology and sharing the information to let people get informed.— Aries Peres

Aries’s Personality Traits

1. He dropped form college because the budget issue, however, he took a great advantage to learn coding basic electronic engineering by using the Online resource. Because leaning coding can do many things without spending lots of money which works for him.

3. When he have free time he will visit different co-working space to see what other people are doing, because he can always jump in to help other teams or learn new skills from others. By doing so he can enjoy the sense of team work whenever he want.

5. He wants help people who don’t have enough money to finish school by teaching them coding and train them to be a maker, because as soon as they understand the basic concept, they will become a maker instead of just a consumer.

2. He believes that sharing what he knows and what he Education Background: have is the best way to keep himself improving. Because San Francisco University High School while you sharing what you know, you are actually Income: not stable teaching someone and creating new network at the From: Oakland same time.

4. He used to afraid that life would be hard if he doesn’t have college degree, however the fear become his motivator to learn things better and faster. In San Francisco He proved that as you set the goal high enough, you can surpass it and improve yourself higher than you expected.

6. He loves science, he can find pure orders in the world of science which makes him feel calm. Take everything as an design problem will make things much easier for him.

Age: 21

7. When being asked about NASA: He appreciates NASA very well because he knows they actually taking few money compare to other national budgets but doing great development in technology and sharing the information to let people get informed.

Major Target Audience

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Ming-Ting Huang

Ming-Ting Huang extreme sport and social media broadcaster Opinion of NASA:

I think the spirit that NASA represents is amazing and always inspires me to explore unknown areas. But I don’t think I have the chance to join them simply because I‘m not good at science or engineering. — Ming-Ting Huang

Ming-Ting’s Personality Traits

1. Ming-ting is a extreme sporter and media broadcaster special for mountain climbing and caves exploration. She like to do that because she loves the feeling of challenge her limits.

Age: 26

2. She moved to America after finishing high school in Taiwan, and realized that in America if you are good at something and pretend you are the professional, you can be real professional someday for sure.

Education Background: Boston University Questrom School of Business Income: not stable From: Taiwan, live in Boston

3. When she has free time, she likes to watch Sci-Fi movies or mysterious TV show because behind those imagination, she can sense the strong urge to learn new things and explore.

4. Now she focusing on building her blog and Youtube channel and sharing her adventures through video because she thinks that is the most aspirational way for people to feel curious and excited about how awesome the earth is.

and preparing for tests, which make science really boring. When she moves to USA, she found that science is actually pretty interesting and try to catch the things she should know but she has no time to dig deep into it yet.

5. She always believe there are places are not being explored yet on the earth, and there are always things to be discover. So every summer, she will pick a place which is rarely being heard to explore, and share what she experienced on her blog.

7. When being asked about NASA: She think the things that NASA do is amazing and always inspire her to explore unknown area. But somehow she don’t think she have the chance to join them simply because she is not good in science or in engineering.

6. She is not good at science and math when she was in Taiwan, because the way of teaching science in Taiwan is more focusing on memorizing formula, element charts

Major Target Audience

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Don Cooper

Don Cooper social responsibility activist Opinion of NASA:

I’m very supportive about increase the federal fund for NASA because NASA acts critical roles not only as a lead in technology but in politics. NASA is the only few thing that I’m proud of being an American.— Don Cooper

Don’s Personality Traits Age: 50 Education Background: Department of Journalism, University of Pennsylvania Income: 5000/month From: Philadelphia

1. Don used to work in news industry so he knows about the power of information. He don’t like the current news industry because it’s been entertained too much and only focusing on the rate.

4. He tries to gather a group of people who are good at visualizing complicated information, he thinks this is the best way for people to get informed and let the public know what problems we are facing.

2. He believes that the reason why our civilization can improve is because we are well informed and always ask deep question and try our best to find the answers. If we don’t share the meaningful information, it will slow down our improvement.

5. He is afraid in the future more and more information will becomes products to sell, which make the difference even larger between poor and rich people, and that will be a world without social justice.

3. When he has free time, he loves to what “Who wants to be a millionaire” in order to test himself what he knows and what he don’t. It is always a good parameter for him to reveal his knowledge blind spot.

7. When being asked about NASA: He is very supportive about increase the federal fund for NASA because he think NASA acts critical roles not only as a lead in technology but in politics. It is the few thing he proud of as an American.

6. Science to him is a great tool to rationalize things and to convince people with a object point, and make things more easy to be believed.

Potential Contributor

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Shannon Millman

Shannon Millman writer with curious mind Opinion of NASA:

I think NASA is a great resource for my research, but sometimes I think the information that NASA provides is still very academic in language. I always need to ask friends who are studying science to explain some parts of the article for me.— Shannon Millman

Shannon’s Personality Traits

1. She writes a lot, form fiction to Sci-fi, from biography to documentary; she think writing is similar as composing and thoughtful lie for people to believe and also a way to free the imagination in her mind.

Age: 40

2. She think the curiosity is the main motivation to keep our civilization moving forward. However she thinks nowadays people are highly distracted by all kinds of things like social media, digital devices, and those things are actually slowdown our creativity in a larger scales.

Education Background: Political Science, NYU Income: 4000/month From: New York

3. When he has free time, she loves to visit all kinds of museums, because she prefer to see the objects or painting in person with more details instead of seeing them through monitor.

4. She’s now collecting writing resource about the mysteries of our inner universe ”our brain”, because there are more and more evident that our brain neuron shares great common with the universe’s structure. She think it will be a good sci-fi story to tell.

6. When it comes to future and technology she is kind of skeptical about it, the main reason is that she thinks the current consumer oriented economy doesn’t allow technology develop as much as it should be and becomes fast fashion which create lots of digital wastes.

5. She is looking forward to the time that robots start to be very general in our life, because lots “Job Job“would be replaced and people will need to start to think”what is the purpose of living as a human being” which she thinks it would be very interesting because it is the question asked by all the writers.

7. When being asked about NASA: She think NASA is a great resource for her research, but sometimes she think the information that NASA provides are still very academic in language, so she always need friends who are studying science to explain some part of the article.

Potential Contributor

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Ladonna Moore

Ladonna Moore passionate social worker Opinion of NASA:

I feel what NASA has done and discovered doesn’t affect to my life. At least, I can’t tell the difference. —Ladonna Moore

Ladonna’s Personality Traits Age: 45 Education Background: Graduate from Advanced Clinical Social Work Fellowship program Income: 2.8K USD/ month From: New Orland

1. She is helping local social work ’s group for providing special education to ADHD children because her younger brother also a patient. She believes that people who have ADHD just processing information and stimulation differently than us. She views her support as a field observation, but she wants to know more about it more. 2. She is very economical and keeps saving money as much as she can because her parents passed away ten years ago and she feels responsible for her brother who are not stable in current working condition.

3. She loves to listen to podcasts and reading fantasy novels mainly because she enjoys the experience the vivid images and stories being projected in her mind, and she thinks it is amazing. 4. She is thinking about gathering the ADHD family together to exchange information and helping each other and also try to figure it out the difference or similarity between ADHD patients.

6. She likes to watch Discovery channel because she love the way the narratives and visual support make every complicated concept easy to understand. 7. When being asked about NASA: She feels what NASA has done and discovered doesn’t affect to her life. A t least, she can’t tell the difference.

5. When she was in college, she took some advanced biology classes because of curious. However, after she finished those classes, she thought it was not so useful to the life that she encountered.

Not A Target Audience

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Rodrigo Munoz

Rodrigo Munoz / Outlier body builder Opinion of NASA:

I don’t care about anything about NASA. I think it is just a group of nerds try to be cool in their area and do the cool propaganda for people have stories to tell. — Rodrigo Munoz

Rodrigo’s Personality Traits

1. Rodrigo works as a personal trainer in SF Fitness, because to him it is a easy money that fits his interest for bodybuilding and don’t have to worry to much about the business.

Age: 32

2. To him, building a great body shape is critical important. His great body attracts lots people hire him, and he think this is a good way to attracts women as well. So he stays at gym even after he is off the work.

Education Background: Physical Education, Azusa Pacific University, San Diego Income: 5000/month From: San Diego

3. When he has free time, he likes to invite friends to have BBQ in his backyard, through managing the grill and share the beers and meat makes him feel very dominant.

4. When he was little, he got bully a lot. But after one day he helped another kids out from bullier by punch them. He decided to be strong because he realized that physical strength is a powerful weapon to protect himself and others. 5. He loves new technology, new consumer technology for more precise. By buying those new gadgets he will have more subjects to talk about during the training.

6. He likes scientific tips about how to build up his muscle, but he don’t pay attention on why and how some tips work. To him, the best way to know if the tips works is to try and the things that matter is the result. 7. When being asked about NASA: He don’t care about anything about NASA. He think it is just a group of nerds try to be cool in their area and do the cool propaganda for people have stories to tell.

Contributor

The Next Giant Leap: Vol. 1 Research & Strategy Future Audience

Natalie Neumeier

Natalie Neumeier / Outlier biology professor Opinion of NASA:

I feel positive about this NASA’s future and I hope that NASA can be more active and try to explore different areas in the future.— Shannon Millman

Natalie’s Personality Traits

1. She is a professor in the department of Life Science, and also an consultant for NASA, she wants to contribute herself to science because she thinks science is the most efficient way to recognize a problems and solve it.

3. When she has free time, she will find the information about similarity of life forms and the universe structure, because use she wants to know how and why they share the same feature but in a totally different scale.

Age: 37

2. She believes that all things in the universe are a unit, and we are all existed as a form of energy. All the things we have are temporary but what we did, and how we interact with others will effect more in the long term. So she ask herself to do meaningful things as frequent as possible.

4. If it’s possible, she wants to ask NASA to have more subdivisions for research on earth, because she is afraid that we spend a great amount of time to go as afar as we can, but forget there are so may places and areas have not even be discovered yet.

7. When being asked about NASA: She feels positive about this big family and she hope that NASA can be more active and try to explore different areas in the future.

Education Background: Life Science, UC Davis Income: 5K USD/month From: LA

5. She believe that the all kinds of the technology are actually side products while we chasing for the truth. It is just like building stairs if we don’t use it right, we might fall.

T YPOGR APHY Interface DE SIGN TOOL S Adobe Illustrator CC, Adobe inDesign CC DESIGN Chen Chung Yu, Alex Chen 03993547 INS TRUCTOR & C L A S S I N F O R M AT I O N Hunter Wimmer GR 604 Nature of Identity