New England Aquarium Rebrand

REBRAND

MOLLY MAGNELL SPRING 2018

ESTIMATE & TIMELINE

REBRAND SCHEDULE *Dates subject to change

Research & Competitive Analysis (8 hours) Research & Development

Presentation 1

February 20 Logo Design

Mission Statement & Tagline (12 hours) Logo Design (32 hours) Presentation 2

Logo Refinement (12 hours) Logo Redesign

March 22 Brand Applications

Logo Usage & Standards (14 hours) Brand Development (20 hours) Admissions Materials (15 hours) Exhibit Panels (30 hours) Merchandise (10 hours)

Final Presentation

April 26 Project Completion

Exhibit Informational Materials (6 hours) Brand Applications

Signage (10 hours)

Week

0 1/16

1 1/23

2 1/30

3 2/6

4 2/13

5 2/20

6 2/27

7 3/6

8 3/13

9 3/20

10 3/27

11 4/3

12 4/10

13 4/17

14 4/24

15 5/1

BRAND REVISION GOAL

The New England Aquarium is Boston’s premiere attraction for fun, science, and conservation in an interactive environment. Most people think aquarium = fish. But with 20,000 animals across 600+ species, it’s time to change the public’s perception of what the New England Aquarium has to offer.

COMPETITIVE ANALYSIS

CURRENT ASSETS

New England Aquarium 1.39 million visitors a year Basic adult admission: $27.95 Basic child admission: $18.95 20,000 animals, 600 species Something >400,000 gallons of water

The New England Aquarium is a catalyst for global change through public engagement, commitment to marine animal conservation, leadership in education, innovative scientific research, and effective advocacy for vital and vibrant oceans.

It is the only Boston-based cultural institution with a mission focused primarily on the environment, promoting the importance of protecting the blue planet through innovative exhibits and educational programs. These are some highlights of the Aquarium’s mission in action, on exhibit, and through our education, conservation, and research programs here on Central Wharf and around the globe.

LOCAL COMPETITION

Museum of Science 1.4 million visitors a year Basic adult admission: $25.00 Basic child admission: $20.00

The Museum’s mission is to play a leading role in transforming the nation’s relationship with science and technology.

This role becomes ever more important as science and technology shape and reshape our lives and world, and it means we: • Promote active citizenship informed by the world of science and technology • Inspire lifelong appreciation of the importance and impact of science and engineering • Encourage young people of all backgrounds to explore and develop their interests in understanding the natural and human-made world To do this, we will continue to build our position as a leader in the world’s museum community and use our educational perspective as an informal learning institution to help the formal pre K – 12 education system.

LOCAL COMPETITION

Museum of Fine Arts Boston 1.19 million visitors a year Basic adult admission: $25.00 Basic child admission: $10.00 (free after 3 p.m.)

The Museum of Fine Arts houses and preserves preeminent collections and aspires to serve a wide variety of people through direct encounters with works of art.

The Museum aims for the highest standards of quality in all its endeavors. It serves as a resource for both those who are already familiar with art and those for whom art is a new experience. Through exhibitions, programs, research and publications, the Museum documents and interprets its own collections. It provides information and perspective on art through time and throughout the world.

LOCAL COMPETITION

Boston Children’s Museum 579,000 visitors a year Basic adult admission: $17.00 Basic child admission: $17.00

Boston Children’s Museum engages children and families in joyful discovery experiences that instill an appreciation of our world, develop foundational skills, and spark a lifelong love of learning.

NATIONAL COMPETITION

Georgia Aquarium 2.4 million visitors a year Basic adult admission: $39.95 (on site) Basic child admission: $33.95 (on site) >100,000 animals, 700 species 10 million gallons of water

Georgia Aquariumis a nonprofit committed to inspiring awareness and preservation of our ocean and aquatic animals worldwide.

NATIONAL COMPETITION

Shedd Aquarium 1.9 million visitors a year Basic adult admission: $39.95 ($19.95 for Chicago residents) Basic child admission: $29.95 ($14.95 for Chicago residents) >35,000 animals, 1,500 species 5 million gallons of water

At Shedd Aquarium, animals connect you to the living world, inspiring you to make a difference.

NATIONAL COMPETITION

Monterey Bay Aquarium 2.1 million visitors a year Basic adult admission: $49.95 Basic child admission: $29.95 >32,000 animals, >550 species 1.2 million gallons of water

The mission of the nonprofit Monterey Bay Aquarium is to inspire conservation of the ocean.

LOCAL COMPETITION MAP

EXPERIENCE

VISIT

>$50 Admission (2 Adults, 2 Children)

>1 Hour Visit

Museum of Science Boston

Museum of Fine Arts Boston

Amusement Driven

New England Aquarium

>$100 Admission (2 Adults, 2 Children)

Hands-Off

Local Community Involvement

Educational

Whole Day Visit

Ideal for Adults

Ideal for Young Children

Interactive

COMMUNITY

National/ International Community Involvement

Boston Children’s Museum

COMPETITIVE LANDSCAPE

Playful Branding

Serious Branding

Bright, Colorful Interior

Austere Environment

New England Aquarium

Museum of Science Boston

Museum of Fine Arts Boston

Boston Children’s Museum

MISSION STATEMENT

TAGLINE REVISION

OLD

REVISED

Protecting the Blue Planet

Reaching New Depths The new tagline reflects the hands on and tactile aspects of a visit to the New England Aquarium and also reflects the international discoveries researchers at the aquarium uncover.

MISSION REVISION

OLD

REVISED

The New England Aquarium is a catalyst for global change through public engagement, commitment to marine animal conservation, leadership in education, innovative scientific research, and effective advocacy for vital and vibrant oceans.

The New England Aquarium is a catalyst for global change through public engagement, commitment to marine animal conservation, and leadership in education.

The aquarium is a global innovator in scientific research, and through its platform as a national institution, we advocate for the vital protection of our vibrant oceans.

It is the only Boston-based cultural institution with a mission focused primarily on the environment, promoting the importance of protecting the blue planet through innovative exhibits and educational programs. These are some highlights of the Aquarium’s mission in action, on exhibit, and through our education, conservation, and research programs here on Central Wharf and around the globe.

LOGOMARK

LOGO ITERATIONS

FINAL LOGO

PRIMARY

SECONDARY

OLD VS. NEW

The New England Aquarium logo was first designed in 1968 by Tom Geiser (from the New York design agency Chermayeff & Geiser & Haviv). The same logo has been in use since then.

THE LOGO

The redesigned logo hints at the variety of life housed at the aquarium. The combination of silhouettes and cutouts creates an amusing guessing game for children and adults to solve.

BRAND COLORS

BLACK ON WHITE

WHITE ON BLACK

MARGINS

LOGO RESTRICTIONS

UNACCEPTABLE: Vertical Scaling

UNACCEPTABLE: Horizontal Scaling

UNACCEPTABLE: Off-Brand Color

UNACCEPTABLE: Background Too Similar

UNACCEPTABLE: Lowered Opacity

UNACCEPTABLE: Gradient Coloring

UNACCEPTABLE: Cropping

UNACCEPTABLE: Rotation

TYPOGRAPHY

Akzidenz-Grotesk BQ Medium

Akzidenz-Grotesk BQ Super Modified

AKZIDENZ-GROTESK BQ SUPER

AKZIDENZ-GROTESK BQ CONDENSED BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Good for different levels of subtitles. Best if used tracked out to at least 25.

Good for big headings. Best if tracked out to at least 25.

AKZIDENZ-GROTESK BQ REGULAR AKZIDENZ-GROTESK BQ MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Good for body text.

Good for subheadings.

LOGO SCALE USAGE

LARGE SCALE: Almost always used across

MEDIUM SCALE: Use the full length logo

brand applications.

unless specifically confined to a square format.

ICON: Use just the sea star “A� for icon and favicon usage across digital platforms. A single letter can also be used as a monogram on business cards and other employee specific items.

BRAND COLORS

Many aquariums use blue in their logo. The New England Aquarium continues that tradition, but the blue-green hue symbolizes the color of the plankton-rich water in the Boston Harbor.

MAIN COLOR P 7474 C # 007a88 R: 0 G: 116 B: 129 C: 100 M: 0 Y: 29 K: 36

MAIN TEXT COLOR P 432 C # 323e48 R: 49 G: 61 B: 71 C: 79 M: 65 Y: 53 K: 44

BACKGROUND COLOR P 3242 C # 6bdad5 R: 108 G: 218 B: 214 C: 50 M: 0 Y: 22 K: 0

SECONDARY TEXT COLOR P 444 C # 6e7c7c R: 110 G: 124 B: 124 C: 59 M: 42 Y: 45 K: 10

BRAND COLORS CONT.

The New England Aquarium wouldn’t be the beloved institution it is today without its colorful inhabitants. These extended brand colors are a nod to some of the aquarium’s most vibrant residents.

OCTOPUS RED P Warm Red C # ff4438 R: 255 G: 69 B: 57 C: 0 M: 87 Y: 80 K: 0

MANDARIN FISH BLUE P 7687 C # 1a428a R: 27 G: 67 B: 139 C: 100 M: 85 Y: 15 K: 3

TANG YELLOW P 1235 C # ffb71b R: 255 G: 183 B: 27 C: 0 M: 32 Y: 95 K: 0

SEA ANENOME GREEN P 369 C # f04e35 R: 97 G: 166 B: 14 C: 67 M: 12 Y: 100 K: 1

BRAND APPLICATIONS

FINDING OUR ANIMALS

Part of the fun of the New England Aquarium is discovering what’s hidden around every corner.

The winding layout of the building makes it easy to miss some exhibits. Part of the new brand is creating a scavenger hunt for audiences to find some of the aquarium’s most beloved creatures.

TICKETS

Expanding on the guessing game of the logo, the tickets prompt visitors with a challenge to find some of its most famous inhabitants. The ticket printers cycle through a set of ticket backs, so each member of a visiting family would have a different animal to find.

TITLE

ANIMAL WELCOME BANNERS

Hanging banners mimic the call to action on the tickets.

BUSINESS CARDS

LETTERHEAD & STATIONARY

To keep with the theme of showing off as many animals as possible, employees have the opportunity to pick from a set of four unique business card and stationary sets. The business cards and stationary match the same welcoming text as seen on the tickets and throughout the aquarium.

TITLE

VIBRANT VERTEBRATES EXHIBIT

EXHIBIT TRAIN ADVERTISING

WEB & MOBILE

MERCHANDISE