NASA Rebranding: Visual Standards (Student Project)

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National Alliance for Scientific Advancement Rebranding The Next Giant Leap Visual Standards

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National Alliance for Scientific Advancement Rebranding The Next Giant Leap Visual Standards


The Next Giant Leap: Vol. 3 Visual Standards

The Next Giant Leap


01

New Visions

02

Logo Standards

03

Visual Standards

06 Identity Evolution

18 Logo Standards

28 Brand Color Standards

08 Why Do We Need A New Vision?

20 Logo Anatomy

30 Typeface Standards

10 What Should be different?

24 Logo Composition

32 Typography Rules

12 New Visual Direction

34 Design Elements

36 Photography Styles 38 Logo Usage


The Next Giant Leap: Vol. 3 Visual Standards

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New Visions Chapter 01: New Visions 06 Identity Evolution 08 Why Do We Need A New Vision? 10 What Should be different? 12 New Visual Direction

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Identity Evolution

The Next Giant Leap: Vol. 3 Visual Standards New Visions

NASA’s Identities Throughout History

NASA Official Seal

Previous Logo: Insignia

Previous Logo: Worm

NASA Seal

NASA Insignia

NASA Logotype,

1958–present

known as the “Meatball,” 1958–1975, 1992–2025

known as the “Worm,” 1975–1992

Design: James Modarelli

Design: Danne & Blackburn

Design: James Modarelli

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New Logo: The Giant Leap

NASA Giant Leap Logo known as the “Giant Leap” 2025–Present Design: Alex Chen

To resonate with the new direction of NASA and to fit the new areas for research and exploration, the new logo “Giant Leap” follows NASA’s original soul and keeps inspiring and benefiting all humankind and our next generations.

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Why Do We Need A New Vision?

The Next Giant Leap: Vol. 3 Visual Standards New Visions

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.

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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?�

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

The Next Giant Leap: Vol. 3 Visual Standards New Visions

From Exploring the Space

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

Original Vision: For over 50 years, NASA’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.

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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. 13


New Visual Direction

The Next Giant Leap: Vol. 3 Visual Standards New Visions

Better Look for Better Communication

Before: Bulky

NA S A

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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

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The Next Giant Leap: Vol. 3 Visual Standards

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“All the traditional STEM fields, the science, technology, engineering, and math fields, are stoked when you dream big in an agency such as NASA.” —Neil deGrasse Tyson

American astrophysicist, cosmologist, author, and science communicator

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The Next Giant Leap: Vol. 3 Visual Standards

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Logo Standards Chapter 02: Logo Standards 18 Logo Standards 20 Logo Anatomy 24 Logo Composition

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Logo Standards

The Next Giant Leap: Vol. 3 Visual Standards Logo Standards

Introductions and Usage Guidelines for the NASA Logo

NASA’s Main Logo

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NASA Symbol

NASA Wordmark

NASA Symbol NASA’s symbol represents the soul of reaching new heights and revealing the unknown. The simplified symbol will be the major visual element to create the new NASA visual system.

NASA Wordmark In the wordmark, the letters N-A-S-A are designed to honor the simplicity of NASA’ 1975 “Worm” logo. To echo the symbol of the new logo, one of the corner of the last letter “A” is revealed the same way as the swash in the symbol. The wordmark should never be altered or distorted in any way. It must not be re-drawn or be self-produced in any situation.

NASA Main Logo NASA’s main logo is the combination of the NASA Symbol and the Wordmark. It is the most complete way to show the brand of NASA. Through consistent and repetitive use as a signature device and design element in all of NASA’s visual communication, the main logo becomes a shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals.


NASA’s Signature

National Alliance for Scientific Advancement NASA Signature NASA Signature is the combination of the wordmark and NASA’s full-name. There are rules for displaying the NASA Signature. People who intend to use NASA signature should follow the standard guide and correct usage listed in the following pages.

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Logo Anatomy

The Next Giant Leap: Vol. 3 Visual Standards Logo Standards

Definitions for Clear Space for Different Usages

0.75X

0.75X

NASA Main Logo

0.5X

0.5X

0.75X

X 1.7X 2.25X

3X

NASA Main Logo and Its Clear Space When putting NASA’s symbol and wordmark together as the main logo, the proportion and the space between each should follow the standard guide which is shown on this page. The “X” represents the width of the letter “N”. The size of the symbol should be as wide as 3X. The space between the symbol and wordmark should be exactly 1X between the outer edge of circle of the symbol and the outer edge of the letter “N”. Around the symbol and wordmark should also keep at least 0.75X “Clear Space”( the area in light blue color). There shouldn’t be any graphic, text or other sort of element within this area. 22

2.1X 7X

0.75X

X

0.75X


NASA Symbol in Details

NASA Symbol

0.75x

0.5X

2x

0.5X

0.5x

X

0.5X

0.5X

0.5X

Symbol and Its Clear Space The NASA symbol also has clear space that surrounds it. The space is equivalent to the radius of the big circle of the logo. The radius “X is identified from the outer edge of the circle to the center of the circle.

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Logo Anatomy Definitions for Clear Space and Signature Lockup

The Next Giant Leap: Vol. 3 Visual Standards Logo Standards

NASA Main Logo: Clear Space

0.5X

X

X

0.5X

X

NASA Wordmark and Its Clear Space The NASA wordmark also has its own measurement for its clear space. The width of the the letter “N” represents the “X” measurement which makes up the “clear space” for the NASA’s wordmark. When using only the wordmark to display NASA’s identity, it should have 1X room for both left-hand side and right-hand side. Keep 0.5X space for top and bottom of the NASA’s wordmark.

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NASA Signature: Lockup and Clear Space

X

0.5X

National Alliance for Scientific Advancement 0.5X

⅓X

X

0.5X

NASA Signature Lockup and Its Clear Space The NASA Signature has its lockup rules and clear space, and both of the measurements are related to the representation “X” which is the width of the bottom of the Letter N. The x-height of the “National Alliance for Scientific Advancement” should be exactly ⅓X. The space between the wordmark and the mean line of the full name “National Alliance should” should be 0.5X. The clear space of the NASA signature should have 0.5X around the Signature.

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Logo Composition

The Next Giant Leap: Vol. 3 Visual Standards Logo Standards

Correct Composition and Different Variations

Composition 1: Main Logo (Symbol and Wordmark)

Composition 2: Wordmark Only

Composition 3: Symbol Only

Composition 4: Signature(Wordmark and Full Name)

Correct Logo Combinations There are four basic compositions for the usage of NASA’s logo: main logo, wordmark only, symbol only, and the signature. All the combinations should follow the usage guideline. The different ways of using NASA’s logo with different combinations will be demonstrated in the following pages.

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Logo Size Variations Correct Usage in Different Sizes and Scales

The Next Giant Leap: Vol. 3 Visual Standards Logo Standards

Logo Usage in Different Scales Use the Height from Top to Bottom of the Logo as Measurement 10 m

2 cm

1.5 cm

1 cm

0.5 cm Correct Usage in Different Sizes and Scales NASA’s logo can be used in various sizes but there are rules to follow when the size and scales become smaller. The measurement is based on the height from top to bottom of the logo. The signature should not be used when the logo height is smaller than 1.5 cm. When the logo height is smaller than 1 cm, NASA’s wordmark is the only logo that can be used. No logo should be use when the logo height is smaller than 0.5 cm.

(the smallest size)

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The Next Giant Leap: Vol. 3 Visual Standards

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Visual Standards Chapter 03: Visual Standards 28 Brand Color Standards 30 Typeface Standards 32 Typography Rules 34 Design Elements 36 Photography Styles 38 Logo Usage

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Brand Color Standards

The Next Giant Leap: Vol. 3 Visual Standards

NASA’s new color pallet

NASA Main Brand Colors

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New Height Blue

Unknown Black

Beneficial Brown

HEX #336699 C: 100 M: 60 Y: 20 K: 0 R: 51 G: 102 B: 153

HEX #003366 C: 100 M: 85 Y: 35 K: 30 R: 0 G: 51 B: 102

HEX #CCCCCC C: 20 M: 15 Y: 15 K: 0 R: 204 G: 204 B: 204

PANTONE: 2935 C 3005 U 300 M

PANTONE: 309 C 309 U 5463 M

PANTONE: COOL GRAY 4 427 U 427 M


NASA Supporting Colors

Passionate Red

Rational Blue

Curious Yellow

HEX #FF6666 C: 0 M: 75 Y: 50 K: 0 R: 255 G: 102 B: 102

HEX #99CCFF C: 45 M: 10 Y: 0 K: 0 R: 153 G: 204 B: 255

HEX #FFFF99 C: 0 M: 0 Y: 50 K: 0 R: 255 G: 255 B: 153

PANTONE: 198 C 198 U 198 M

PANTONE: 2905 C 2905 U 2905 M

PANTONE: 100 U 100 C 100 M

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Typeface Standard

The Next Giant Leap: Vol. 3 Visual Standards

New NASA’s Standard Typeface

Standard Typeface: Interface

The Next Giant Leap “That’s one small step for man, one giant leap for mankind.” — Neil Armstrong

About NASA’s Standard Typeface We selected “Interface” as our standard typeface not only because its great legibility and readability in various styles, but also because it conveys both neutral tone and a sense of humanist. With this new standard typeface, NASA will have more personality and make our brand communication more friendly but still feel rational.

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General Functions for Different Styles

Interface Bold Bold Style Is for Titles Body Subtitle

Interface Regular Regular Style Is for Body Texts

Interface Thin Thin Style Is for Main Subtitle, Captions and Supporting Texts

Typeface Specimen

A B CDE FG H I J K L M N OP QRS T U V W X Y Z

AB CDE F G H IJ KLM NOP QR S TU V W X Y Z

abcdefghijk lm nopqrs tuv w x y z

ab cdefghijklm nopqrs tuv w x yz

Interface Bold

Interface Bold Italic

A B CDEFG HIJK LM NOP QR S T U V W X Y Z

AB CDEFG HI J KLM NOPQRS TUV W X Y Z

abcd ef g hi jk lm nopqr s tu v w x y z

abcdefghi jk lm nopqr s tu v w x y z

Interface Bold

Interface Bold Italic

A B CDEFG HIJK L M NOP QR S T U V W X Y Z

A B CDEFG HIJKLM NOP QRSTUV W X Y Z

abcdefg hijk lm nopqr s t u v w x y z

a bcdefghij k l m nopqr s t u v w x y z

Interface Thin

Interface Thin Italic

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Typography Rules

The Next Giant Leap: Vol. 3 Visual Standards

Important Rules for Titles

About the Titles

This Is a Title for the Brand Subtitle Should Be Presented in Title Case as Well Use Title Case

Be Bold and 1.75 Times Bigger

Be Thin and Always Be Smaller The Size Between the Title and Subtitle Should Be Around 1.75:1.

NASA Robotic

Let the Future Reaching out to You Use th Bold and Thin Style to Emphasis When Subject Needs the Contrast

Rules for Titles There are specific rules for treating main titles. NASA’s brand communication should always follow this rules. Use title case and don’t use other title capitalization styles. The size proportion should follow the rules.

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Wrong Treatments with the Titles

HERE COMES THE FUTURE

LOOKING FORWARD TO ANOTHER GIANT LEAP Never Use All Cap in Title

For Our Next Generation We Are Ready, are you? Never Use Italic Style in Title

The Next Giant Leap! Let the Future Reaching Out to You : ) Never Add Exclamation or Any Unnecessary Symbols and Marks in the Title

Wrong Examples These are wrong example of treating titles. Do not use all capital title capitalization. Do not use Italic style and don’t add unnecessary symbols and marks. No one should against the rules in any situations.

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Design Elements

The Next Giant Leap: Vol. 3 Visual Standards

Usage of design Elements

Photography with Good Black Areas

Shapes Shapes are very good design elements to cover image, and creating illusions of revealing something. When using these shapes and overlap with image, they can be changed in transparency and using different brand colors as long as it can be present in best way. If using the shape with NASA’s logo the color of the shapes should only be “New Height Blue” or in black and white.

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Circles and Curve Circles and Curve can be very strong when combine them together. Pair thick and think stroke together to form Standard design elements. By using them together, it is easy to should the focal point. When using this design element, the color of the circles and curve can be change into other brand colors as long as they can be present in the best way.

Lines and Type Line is a great design element helping sorting things. NASA’s most important design elements. When the information need to be categorized or organized, the best way is to using the line.


Examples of Using the Design Elements

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Photography Styles Surrealistic & Realistic

Surrealistic Style

Surrealistic Style The goal is to show the beauty of the universe or another perspective of science. The photo should be in black ground and have the sense of abstract for people to be inspired or to imagine.

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The Next Giant Leap: Vol. 3 Visual Standards


Realistic Style

Realistic Style These photos are more functional, they are presenting a place, and environment and products. The style is light and with slight yellow tone. These photo are being used for advertising of organization related purposes.

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Logo Usage

The Next Giant Leap: Vol. 3 Visual Standards

Correct Color Usage in Different Background

Logo with Brand Colors as Background:

Logo with colored background There are four basic colors for Main logo, which is “New Heights Blue”, “Beneficial Gray”, black and white. The proper usage of logo in colored background is shown above. The color of symbol and wordmark should always be the same. People who want to use the color in different background should always follow the guideline. When the background is white, NASA’s logo can be presented in “New Heights Blue”, “Beneficial Gray” and black.

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Logo in “Beneficial Grey” When the background is “Beneficial Gray”, NASA’s logo can be presented in only black and white. The color of symbol and wordmark should always be the same.

Logo in Other Brand Colors NASA’s logo can be presented in “New Heights Blue”, “Rational Blue”, and “Unknown Black”. When using these brand colors as background, the logo should only be presented in white.


Logo with the Background from White to Black:

0–5% K

20% K

RGB: 255 255 255

RGB: 204 204 204

40% K

60% K

80% K

More than 80 % K

RGB: 153 153 153

RGB: 102 102 102

RGB: 51 51 51

Logo with the Background from White to Black: The diagram shows the ideas the logo usage in different percentage of black. When the background is nearly white NASA’s Logo can be presented in “New Heights Blue”, “Beneficial Gray” and black. “Beneficial Gray” should not be used when the percentage of black is over 20%. “New Heights Blue” should not be used when the percentage of black is over 40%.

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Logo Usage

The Next Giant Leap: Vol. 3 Visual Standards

Photo Background

Photography with Good Black Areas

When the Logo Is the Hero When there is a photography in the background, the goal is to make NASA’s logo can be seen easily and clearly. Use only white logo when there is a photography background. When The logo is the hero in the image, make sure there is not hight contrast image overlap with the logo. The best way to place logo is a clean and dark area.

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When the Logo Is a Supporting Role for the Image. The logo should still keep in whit color and place ate the bottom right position. Try to make a clean and dark areas for placing the logo when you editing the photo.


Photography without Good Dark Areas

Using Design Elements to Help When Placing Logo When there is no goo dark area to place the logo, use design element to help. People can adjust the transparency to avoid the design element becoming stiff. The ways of how to use the design elements is showed above.

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Logo’s Don’t

The Next Giant Leap: Vol. 3 Visual Standards

Do Not Treat NASA’s Logo as the Following Examples

Do Not Use Multiple Colors NASA’s main logo should only be presented in single color. Don’t use multiple colors for main logo, wordmark, signature in any situation.

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Do Not Use Drop Shadow Effect NASA’s logo should not be presented in any drop shadow effect. NASA’s logo should always be presented in its original way as the correct usage guideline shown.

Do Not Change the Logo’s Color The color of NASA’s Logo should always follow the standard guideline. Do not change the logo’s color in the other colors that are not listed in correct color usage for NASA’s logo.


Do Not Stretgch the Logo NASA’s logo should always keep in the same proportion. Do not sketch, extend, or squeeze the logo in any situation. All the NASA’s logo should follow the standard guideline all the time.

Do Not Crop or Outline NASA’s logo NASA’s logo should always be presented in its correct usage way. Do not crop, outline the logo in any situation.

Do Not Change the Layout of NASA’s Logo NASA’s logo should always be presented in its correct usage way. Do not shift, alter the size individually, or change the layout in any situation.

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Logo’s Don’t

The Next Giant Leap: Vol. 3 Visual Standards

Do Not Treat NASA’s Logo as the Following Examples

Do Not Use Gradient Effects NASA’s main logo should not be presented in any kinds of gradient effects in any situation.

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Do Not Use Transparent Effects NASA’s main logo should not be presented in any kinds of transparent effects in any situation.

Do Not Pair the NASA Symbol with the Signature All the NASA logo usage should followed the correct usage guideline. Do not combine, alter or do anything change against the guideline.


National Alliance for Scientific Advancement

Do Not Rotate the Logo All of the NASA’s logo should not be rotated entirely or separately in any kinds of situation.

Do Not Mis-Combine the Logo NASA’s logo usage should always follow the correct usage guideline. Do not combine, alter, or change the combination in any situation.

Do Not Add Graphics to NASA’s Logo NASA’s logo should be presented in the original way as the correct usage guideline presented. Do not add any additional graphics in the logo in any situation.

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The Next Giant Leap: Vol. 3 Visual Standards

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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



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