SeaWorld - Visual Standards Guide //GR604 Student project

VISUAL STANDARDS GUIDE

WE ARE TIED TO THE OCEAN.

AND WHEN WE GO BACK TO THE

SEA, WHETHER IT IS TO SAIL OR TO WATCH­­­__ WE ARE GOING BACK

FROM WHENCE WE CAME. John F. Kennedy

V I S UA L STA N DA R DS GUIDE

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VISUAL STANDARDS GUIDE

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CO N T E N TS

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THE NEW IDENTITY

01

02

03

04

LOGO HISTORY

BRAND IDENTITY INSPIRATION

BRAND MISSION

The New Standards

BR AND EXTENSIONS

05

Projections chart

06

Future of Seaworld

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THE NEW IDENTITY L O G O H I S T O RY

1964

SeaWorld has used several different logos during different periods.

The graphic in the logo has shifted from circular shape to abstract shape. the typeface includes script, sans serif, and serif.

1966

FOUN D E D SeaWorld was founded by four graduates of UCL A , Milton C. Shedd, Ken Norris, David Demott and George Millay.

1976

1979

1989

1998

PU R CHA S E D

T RA N S FE R

In 1976, Harcourt Brace Jovanovich, Inc., with William Jovanovich as chairman, purchased the company with $46 million.

The Anheuser-Busch Company made an offer to purchase the SeaWorld and finally bought all six parks in 1989.

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BRAND MISSION

Work together to promote responsible behavior by observing, interacting with and protecting sea animals as well as our ocean.

SeaWorld is one of the most famous theme parks and marine zoological park in the United States. The parks feature orcas, sea lions, and dolphin shows and zoological diplays featuring various other marine animals. The parks' marine mammal collections have been the subject of public debate over the years. The 2013 documentary film Blackfish led to initial decreases in attendance, profits and the company's share price. The brand started in the right place, but throughout years their practices went in another direction. The rebranded brand will help people to have fun through observing, interacting with and protecting sea animals.

1999

2013

Now

C O N T R OV E R S Y Killer whale captivity has always be a debated topic. In 2013, The releasing of the documentary Blackfish led to initial decreases in attendance, prof-

its and the company's share price.

Under the great pressure of public, SeaWorld announced the end of their breeding program, which signifies

the last generation of killer whales in captivity. It also announced that it would be phasing out its killer whale shows by 2017.

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B RA N D I D E N T I T Y I N S P I RAT I O N

New Identity introduction It directly shows the design style and application effect, which is very attractive to read.

Logo Anatomy The designer use the simplest way to show the design specifications of standard logo. So even the description is in German, I can understand it very directly.

Type Specs This is a very interesting display of font application, which can strongly attract my interest and carefully read the whole content.

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VISUAL STANDARDS GUIDE

Main colors I also impressed by this color palette display. Unlike other brands, it directly uses actual application effect to display the color.

Logo Don’ts It doesn't draw a red "X" directly on the incorrect display image like other brands, but mark it on the edge of the frame so that you can see the display image clearly and no misunderstanding.

Alternate versions of the logo It not only keeps the identification of the main logo, but also makes the ways of application of the logo very wide, and the design effect is very beautiful.

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THE NEW IDENTITY

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LOG OT Y P E

M A I N LO G O

OUR NEW LOGO LOOKS LIKE THIS PA RT A Graphic part of the update the logotype.

PA RT A

logo. This is the main part of

PA RT B

logo is a text part. The logo can be used as two parts at the same time or separately.

PA RT B

The secondary part of the

The logo is the main element of the entire visual style. Proper use is the main condition when using the logo. the updated logo consists of two part-graphic and text, each of which can be an independent elment.

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THE NEW IDENTITY

LOG OT Y P E

A LT E R N AT E V E R S I O N S

Our logo can be used in four formats according to the specific conditions: standard format, horizontal format, 5x

logo symbol, wordmark. The standard format is preferred where space permits.

x x 7.5x

0.5x 2x

x 0.5x 0.5x

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THE NEW IDENTITY

LOG OT Y P E

MADE UP OF CIRCLES Our logo is composed of many curves, all of which are part of a circle, which ensures the coherence and smoothness of these curves.

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LO G O A N AT O M Y

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THE NEW IDENTITY

LOG OT Y P E

LO G O A N AT O M Y

75 。

The overall external contour of the LOGO is also composed of regular curves. The eyes of the seal and the fish have an angle of 75 degrees. Please note that the negative space of the LOGO is also defined by the regular curve. All graphics intervals are defined by two concentric circles.

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THE NEW IDENTITY

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CLE A RSPACE

LEAVE SPACE AROUND THIS It is important to keep our logo clear of any other graphic elements.

To regulate this, an exclusion zone has been established around the logo. This exclusion zone indicates the closest any other graphic ele-

5x

ment or message can be positioned in relation to the logo.

To work out the clear space in take the height of the logo text.

x x

x Standard format clearspace

7.5x

x

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THE NEW IDENTITY

CLE A RSPACE

0.5x 2x

x 0.5x

x

1.8x

0.5x

7.5x

x

Horizontal format clearspace

x x 5x

x

7.5x

Logo text format clearspace

Whernever you use the logo, it should be x x

surrounded with claer space to ensure it 4.5x

x

visibility and important. No graphic elements of any kind should invade this zone.

Logo symbol format clearspace

x

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THE NEW IDENTITY

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MINIMU M SIZ E

AS SMALL AS THIS Hight

5''

1''

1/2''

1/4''

Standard format

Horizontal format

logo symbol

Wordmark

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THE NEW IDENTITY

LOG O DON " T

DON'T DO THIS

Do Not improper scaling

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THE NEW IDENTITY

COLOR PA LET T E

USE THIS COLOR PA N T O N E C70 M10 Y0 K0 CMYK C70 M10 Y0 K0 RGB R40 G170 B225

100%

80%

60%

40%

20%

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THE NEW IDENTITY

COLOR PA LET T E

WITH THIS COLOR PA N T O N E C70 M10 Y0 K0 CMYK C85 M50 Y0 K0 RGB R5 G110 B185

100%

80%

60%

40%

20%

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THE NEW IDENTITY

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T Y POG RA P H Y

TYPEFACES

TYPOGRAPHY Primary Typaface The main font of our brand. Confident with touchy lines give the brand friendly and sustained style.

Gilroy

Typography plays a pivotal role in the SeaWorld style. Using this range correctly allows us to create easily identifiable messaging that is clear from distraction.

Our main font is Gilroy. This is a modern, strong and versatile font that perfectly reflects the style of our

abcdefghijklmnopqrstuvwxyz

brand. The font has a wide range of

AB C DE F GH IJ K L M N O PQ RST U V WXYZ

ate excellent font designs. Additional

1 2 3 4 5 678 9 ! @ # $ % ^ & ( ) + Secondary Typaface We do not use a large number of styles for this font, which does not create additional difficulties.

Dutch abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789!@#$%^&()+

different styles that allows you to crefonts are Dutch. This allolws you to add accents to the font hierarchy.

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THE NEW IDENTITY

T Y POG RA P H Y

Work together to promote responsible behavior by observing, interacting with and protecting sea animals as well as our ocean.

TYPE SETTING

Gilroy Bold Size 24pt Leading 30pt Tracking 10

Work together to promote responsible behavior by observing, interacting with and protecting sea animals as well as our ocean.

Gilroy Medium

Work together to promote responsible behavior by observing, interacting with and protecting sea animals as well as our ocean.

Gilroy Regular

Size 16pt Leading 22pt Tracking 30

Size 12pt Leading 18pt Tracking 30

Gilroy Regular

Work together to promote responsible behavior by observing, interacting with and protecting sea animals as well as our ocean.

Size 8pt

Work together to promote responsible behavior by observing, interacting with and protecting sea animals as well as our ocean.

Dutch Italic

Leading 12pt Tracking 30

Size 8pt Leading 12pt Tracking 40

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On the land

P R O J E C T I O N S C H A RT

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Un

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On

P ro te c t i o n

th On

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Underwater

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In PRODUCTS

ENVIRONMENT

PR1

/

SeaWorld Eco-Friendly Diving Products

PR2

/

SeaWorld E-Magazine

EN1

/

SeaWorld Underwater Resort

EN2

/

SeaWorld Aquarium

EN3

/

SeaWorld Marine Technology

EN4

/

SeaWorld 3D-Printed Museum

Research Center

SERVICE

EXPERIENCE

SE1

/

SeaWorld Volunteer Organization

SE2

/

SeaWorld Marine Animal Rescue Center

EX1

/

Seaworld Underwater Activity Club

EX2

/

Seaworld Underwater

EX3

/

Photography Studio

EDUCATION

EVENT

Seaworld Whale Tours

ED1

/

SeaWorld Online Biology Class

ED2

/

SeaWorld Diving School

EV1

/

Seaworld International Marine

EV2

/

Seaworld Art Room

CO1

/

Seaworld Series on the

CO2

/

Seaworld Big Movies

CO3

/

Seaworld Foundation

Conservation Forum

CO-BRANDING

National Geographic Channel

te

c ra

ti o

n Pr

o

c te

ti o

n Ed

a uc

ti o

n

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P R O DU C T / P R 1

SEAWORLD ECO-FRIENDLY DIVING PRODUCTS

These products reinforce our mission of promoting responsible behaviors by providing people biodegradable products so that they don't feel guilty to produce plastic waste when they changing their diving equipment.

A series of diving and snorkeling equipment made of high-tech biodegradable materials.

Diving and snorkeling equipment are

SIMILAR TO

4Ocean

Leisurepro

updated quickly. For ocean enthusiasts,

DIFFERENT

they can got the latest equipment by

We offer a wider range of prod-

purchasing our biodegradable products

ucts that focu on water activites

that don't pollute the ocean.

rather than daily necessities or girls' accessories and ornaments.

PRODUCT / PR2

SEAWORLD E-MAGAZINE

The SeaWorld E-Magazine reinforces our mission of connecting humans and marine animals by providing a medium for people to learn about the ocean interestingly and interactively.

A weekly magazine with news, articles and other information for ocean lovers.

SIMILAR TO

This magazine mainly contains news

DIFFERENT

about the oceans and marine life around

SeaWorld E-Magazine is a faster

the world and some lastest information

and more timely publication.

about SeaWorld. It provides a medium

The content is mainly about the

for people to get news and information in

ocean and marine animals.

their daily life.

Conde Nast Traveler

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E N VI R O N M ENTS / E N1

SEAWORLD UNDERWATER RESORT

The underwater resort reinforces our mission of creating opportunities to interact with marine animals by providing an environment where close encounters with marine animals are possible right in your room.

A resort where you can interact with the marine animals in an unexpected way.

The resort, which is based on the natural environment will offer guests a unique view during their stay, under some special conditions such as storms, they will also experience a very different and harsh underwater world.

SIMILAR TO

Atlantis Resort in Dubai Poseidon Undersea Resort in Fuji DIFFERENT

It is not simply putting a king bed in front of an aquarium; it will provide more opportunities to observe, understand, and interact with marine animals.

E N VI R O N M ENTS / E N2

SEAWORLD AQUARIUM

Cooperation with aquariums reinforces our mission of promoting responsible behaviors by letting people better understand marine life by giving them a controlled environment in which to see marine animals.

Seaworld partnerships with aquariums around the world to help people know marine life safely.

Establish joint brand aquariums with

SIMILAR TO

Aquarium of the Bay Steinhart Aquarium

aquariums around the world to share

DIFFERENT

some resources. Take advantage of brand

It does not include highly socialized animal species.

alliance to play a greater role.

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E N VI R O N M E N T S / E N3

SEAWORLD MARINE TECHNOLOGY RESEARCH CENTER

The Marine Technology Research Center reinforces our mission of increasing people's interaction with the ocean by constantly providing them with safe and professional technical support.

A technology research center that support marine research.

SIMILAR TO

Provide hardware technical support for

Cooperation Research Center

Marine Technology

marine protection and research. Reduce or resolve mechanical equipment failure.

DIFFERENT

Committed to the increasing reliability of

Accelerate the process from

machines for marine.

technology to the real product.

E N VI R O N ME N T S / E N4

SEAWORLD 3D PRINT NATURAL MUSEUM

The SeaWorld 3D Print Museum reinforces our mission of promoting responsible behaviors by providing a enviromment where shows the animal's models in a sustainable and humane way.

A natural museum with 3D printing model instead of specimen.

SIMILAR TO

Using 3D printing models instead of the

3D Printer Free Expo

ARTKAL

biological specimen to show the dynamic and real scale of marine animals. We

DIFFERENT

creates 3D models of marine animals for

Using 3D models replaces

viewing and sale. People can enjoy these

the biological specimen to

models in museums or buy miniature mod-

reflect sustainability.

els as souvenirs.

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S E RVI C E S / SE 1

SEAWORLD VOLUNTEER ORGANIZATION

The Volunteer Organization reinforces our mission of promoting responsible behaviors by encouraging people's real actions in protecting the marine animals and marine environment.

A volunteer organization that regularly cleans up marine and beach waste.

The organization is committed to improving marine pollution by regularly organizing garbage clean up, so as to protect the living environment of all marine animals and ourselves.

SIMILAR TO

Marine Conservation Society Ocean Conservation Volunteers DIFFERENT

Encouraging people of all ages and backgrounds to focus on protecting the environment and marine life.

S E RVI C E S / SE 2

SEAWORLD MARINE ANIMAL RESCUE CENTER

The SeaWorld Marine Animal Rescue Center reinforces our mission of promoting responsible behaviors by rescuing, rehabilitating marine animals and helping return to the ocean.

A rescue center that helps marine animals return to the ocean.

SIMILAR TO

The rescuel center is an organization for

Marine Animal Rescue

The Marine Mammal Center

the purpose of rescuing, rehabilitating, and releasing marine animals who are

DIFFERENT

injured, ill, or abandoned. Promotes and

We focus on all marine animals,

maintains a good marine environment,

not just mammals.

helps marine animals return to the ocean.

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E X P E R I E N C E S / E X1

SEAWORLD UNDERWATER ACTIVITY CLUB

The SeaWorld Underwater Activity Club reinforces our mission of creating opportunities to interact with marine animals by leading people to take part in various interactive activities.

A club where you can experience a variety of activities at one time.

The SeaWorld Underwater Activity

SIMILAR TO

Auckland Underwater Club British Sub Aqua Club

Club hosts and provides a wide range of underwater activities for underwater

DIFFERENT

enthusiasts, including diving, snor-

Seaworld encourages underwa-

keling, underwater photography and

ter enthusiasts to participate in

more. You will be accompanied by pro-

a variety of activities, where you

fessional coaches and provided with

will have the opportunity to make

advanced equipment.

friends with similar interests.

E X P E R I E N C E S / E X2

SEAWORLD UNDERWATER PHOTOGRAPHY STUDIO

Underwater Photography Studio reinforces our mission of increasing people's interaction with the ocean by making possible underwater photoshoots and recording unique memories of important moments in people's lives.

A professional photography studio for taking amazing underwater photos.

This studio provides underwater portraits

SIMILAR TO

Mischa Photography Nick Brown Photography

to its customers. You can celebrate any

DIFFERENT

of your big days by taking a series of

You are in the real ocean and visited by curious wildlife, not in a pool or tank.

amazing underwater photos in which you are swiming like a mermaid and surrounded by marine animals.

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E XP E R I E NC ES / E X3

SEAWORLD WHALE TOURS

The SeaWorld Whale Tour reinforces our mission of creating opportunities to interact with marine animals by organizing a guided close encounter with this marine giant in its own environment.

A short trip in which you can not only watch whales but also learn about them.

Whale Tours will offer you an exciting

SIMILAR TO

Dolphin cruise Monterey Whale Watching Tours

all-day excursion to the far ocean to

DIFFERENT

wit-ness different kinds of whales and

This tour links to our technology

other wildlife in different seasons. We

research center. It provides some

will also provide professional equipment,

equipment to help you see and

to help you can hear the ultrasound

hear the whale better, which you

from whales.

can't get with other whale tours.

E DU CAT I ON / E D 1

SEAWORLD ONLINE BIOLOGY CLASS

The SeaWorld Online Biology Class reinforces our mission of increasing people's interaction with the ocean by providing them a platform for acquiring knowledge and communicating with people with the same interests.

An online platform that provides rich and diverse biology course and other video resources.

SIMILAR TO

The platform invites relevant experts to record

DIFFERENT

video courses and you can choose differ-

We don't provide degree programs

ent course types based on your individual

or intend to turn you into an expert

needs. It also provides opportunities for

in the field. It is just a network plat-

people to communicate and make friends

form based on people's interests.

with those who have the same interests.

ASU online degree

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ED U CAT I O N / E D2

SEAWORLD DIVING SCHOOL

The professional courses reinforce our mission of increasing people's interaction with the ocean by teaching the mastery of diving skills so that people can explore the deep ocean.

A school providing professional courses that help people to explore the ocean world safely.

SIMILAR TO

The school provides different courses

DIFFERENT

and lessons that help people at different

Compared to getting different

levels to explore the ocean deep. It is

levels of diving certifications, the

also a PADI based dive center supply

courses focus more on offering a

PADI study materials where you can get

full range of technology and diving

your Open Water Diver and Junior Open

environments to inspire students’

Water Diver Certifications.

interests in the ocean.

San Francisco Scuba Schools

EVE N T / E V 1

SEAWORLD INTERNATIONAL MARINE CONSERVATION FORUM

The SeaWorld International Marine Conservation Forum reinforces our mission of increasing people's interaction with the ocean by providing a platform for experts, scholars and scientists from different countries to exchange thieir ideas and share technological progress.

An international forum that focuses on conserving the world’s oceans and marine animals.

This forum is an important international

SIMILAR TO

Animal People Forum Conservation Asia

event for anyone involved or interested in

DIFFERENT

marine conservation. The meeting brings

We do not stop at just discuss-

together marine conservationists from

ing science, we believe we must

many walks of life including but not lim-

go beyond science and use it to

ited to scientists, practitioners, educators,

inform policy and management to

policy-makers, artists and journalists.

catalyze change.

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E VE N T / E V 2

SEAWORLD ART ROOM

The SeaWorld Art Room reinforces our mission of promoting responsible behaviors by showing people amazing art works about the ocean and calling people's attention to protecting marine life.

An art room in which viewers can appreciate the beauty of marine creatures without having to actually go deep into the sea.

SIMILAR TO

Through light, projections, architecture,

DIFFERENT

and human interactions, our SeaWorld

Our theme is marine life. There is no time limit in our art room; you can stay as long as you want.

art room creates a world in which viewers can appreciate the beauty of these

Yayoi Kusama's Infinity Mirror Rooms

fascinating creatures.

C O - B RAN DI NG / C O 1

SEAWORLD SERIES ON THE NATIONAL GEOGRAPHIC CHANNEL

A series of documentaries reinforces our mission of promoting responsible behaviors by using abundant facts and historical video resources to stell people what we have done in the past and what we should do in the future.

A series of documentaries made in cooperation with National Geographic that includes two parts: history and the future.

SIMILAR TO

The history part describes the whole devel-

In view of the influence of Blackfish, it also uses documentary to highlight positive achievements and tells people more information about SeaWorld.

opment history of SeaWorld, its contribution to people's cognizance of the ocean and the joy it brings to people. The future part introduces the transformation and future development direction of SeaWorld.

Ocean Giants DIFFERENT

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CO - B RAN DI N G / C O 2

SEAWORLD BIG MOVIES

The SeaWorld Big Movies reinforces our mission of promoting responsible behaviors by creating imaginative storylines and characters to persuade people to protect the ocean.

A series of cartoon films aimed at promoting the concept of protecting the ocean.

Cooperation with Disney to create animated

SIMILAR TO

Finding Nemo Mia and the White Lion

films with marine animals as the main

DIFFERENT

characters and arouse people's aware-

It's not just about telling a story, it's about being educational, changing people's actions through movies.

ness of protecting the ocean and marine life through these films.

C O - B RAN D I N G / C O 3

SEAWORLD FOUNDATION

The SeaWold Foundation reinforces our mission of romoting responsible behaviors by supporting those organizations dedicated to reversing the trend of destruction of ocean environments around the world.

A foundation support, strengthen, and promote those organizations that dedicated to protectiong the ocean environments.

SIMILAR TO

Establish the SeaWorld Foundation jointly

We set up this foundation jointly

with the WSPA and other institutions. The

with other organizations, which

foundation is committed to supporting

not only makes the foundation

and assisting civil organizations and indi-

more appealing but also com-

viduals around the world who contribute

bines the different advantages

to marine protection.

of multi-brands.

The Ocean Foundation DIFFERENT

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VISUAL STANDARDS GUIDE

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VISUAL STANDARDS GUIDE

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F U T U R E O F S E AW O R L D PRO D U C T

/

P R1

SEAWORLD ECO-FRIENDLY DIVING PRODUCTS These products reinforce our mission of promoting responsible behaviors by providing people biodegradable products so that they don't feel guilty to produce plastic waste when they changing their diving equipment.

S I MI L A R TO

DIFFERENT

4Ocean

We offer a wider range of products that focu

Leisurepro

on water activites rather than daily necessities or girls' accessories and ornaments.

SeaWORLD · rebranding project

A series of diving and snorkeling equipment made of high-tech biodegradable materials.

Diving and snorkeling equipment are updated quickly. For ocean enthusiasts, they can got the latest equipment by purchasing our biodegradable products that don't pollute the ocean.

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VISUAL STANDARDS GUIDE

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E N V I R O N M ENT S

/

E N1

SEAWORLD UNDERWATER RESORT The resort reinforces our mission of creating opportunities to interact with marine animals by providing an environment where close encounters with marine animals are possible right in your room.

SIMILAR TO

D IF FEREN T

Atlantis Resort

It is not simply putting a king bed

in Dubai

in front of an aquarium; it will

Poseidon Undersea Resort in Fuji

provide more opportunities to observe, understand, and interact with marine animals.

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VISUAL STANDARDS GUIDE

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VISUAL STANDARDS GUIDE

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A resort where you can interact with the marine animals in an unexpected way.

The resort, which is based on the natural environment will offer guests a unique view during their stay, under some special conditions such as storms, they will also experience a very different and harsh underwater world.

SeaWORLD · rebranding project

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VISUAL STANDARDS GUIDE

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ENV I RONM ENTS

/

EN4

SEAWORLD 3D PRINT NATURAL MUSEUM

The 3D print museum reinforces our mission of raising awareness of promoting responsible behaviors by showing the animal's models in a sustainable and humane way.

S I MI L A R TO

DIFFERENT

ARTKAL

Using 3D models replaces the biological specimen to reflect sustainability.

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VISUAL STANDARDS GUIDE

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A natural museum with 3D printing model instead of specimen.

Using 3D printing models instead of the biological specimen to show the dynamic and real scale of marine animals. We creates 3D models of marine animals for viewing and sale.

People can enjoy these models in museums or buy miniature models as souvenirs.

SeaWORLD · rebranding project

S E RV I CE S

/

SE1

SEAWORLD VOLUNTEER ORGANIZATION The volunteer organization reinforces our mission of promoting responsible behaviors by encouraging people's real actions in protecting the marine environment and marine life.

SIMILAR TO

D IFFEREN T

Marine Conservation

Encouraging people of all ages

Society

and backgrounds to focus on

Ocean Conservation Volunteers

protecting the environment and marine life.

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VISUAL STANDARDS GUIDE

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VISUAL STANDARDS GUIDE

A volunteer organization that regularly cleans up marine and beach waste.

The organization is committed to improving marine pollution by regularly organizing garbage clean up, so as to protect the living environment of all marine animals and ourselves.

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VISUAL STANDARDS GUIDE

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S ERV I C ES

/

SE 2

SEAWORLD MARINE ANIMAL RESCUE CENTER

The marine animal rescue center reinforces our mission of promoting responsible behaviors by rescuing, rehabilitating marine animals and helping return to the ocean.

S I MI L A R TO

DIFFERENT

The Marine Mammal Center

We focus on all marine animals,

Marine Animal Rescue

not just mammals.

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VISUAL STANDARDS GUIDE

A rescue center that helps marine animals return to the ocean.

The rescuel center is an organization for the purpose of rescuing, rehabilitating, and releasing marine animals who are injured, ill, or abandoned. Promotes and maintains a good marine environment, helps marine animals return to the ocean.

SeaWORLD · rebranding project

S E RV I CE S

/

SE1

SEAWORLD WHALE TOURS

The whale tour reinforces our mission of creating opportunities to interact with marine animals by organizing a guided close encounter with this marine giant in its own environment.

SIMILAR TO

D IFFEREN T

Dolphin cruise

This tour links to our technology research

Monterey Whale Watching Tours

center. It provides some equipment to help you see and hear the whale better, which you can't get with other whale tours.

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VISUAL STANDARDS GUIDE

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VISUAL STANDARDS GUIDE

A short trip in which you can not only watch whales but also learn about them.

Whale Tours will offer you an exciting all-day excursion to the far ocean to wit-ness different kinds of whales and other wildlife in different seasons. We will also provide professional equipment, to help you can hear the ultrasound from whales.

SeaWORLD · rebranding project

E D U CATI O N

/

ED2

SEAWORLD DIVING SCHOOL The professional courses reinforce our mission of increasing people's interaction with the ocean by teaching the mastery of diving skills so that people can explore the deep ocean.

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VISUAL STANDARDS GUIDE

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SI MI L A R TO

DIFFERENT

San Francisco

Compared to getting different levels of

Scuba Schools

diving certifications, the courses focus

Bamboo Reef Diving Centers

more on offering a full range of technology and diving environments to inspire students’ interests in the ocean.

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VISUAL STANDARDS GUIDE

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A school providing professional courses that help people to explore the ocean world safely.

The school provides different courses and lessons that help people at different levels to explore the ocean deep. It is also a PADI based dive center supply PADI study materials where you can get your Open Water Diver and Junior Open Water Diver Certifications.

SeaWORLD · rebranding project

EVENT

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E V1

SEAWORLD INTERNATIONAL MARINE CONSERVATION FORUM The forum reinforces our mission of increasing people's interaction with the ocean by providing a platform for experts, scientists and scholars from different countries to exchange ideas and share technological progress.

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Animal

We do not stop at just discussing science, to

people forum

conserve the world’s oceans we believe we must go beyond science and use it to inform policy and management to catalyze change.

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VISUAL STANDARDS GUIDE

An international forum that focuses on conserving the world’s oceans and marine animals.

This forum is an important international event for anyone involved or interested in marine conservation. The meeting brings together marine conservationists from many walks of life including but not limited to scientists, practitioners, educators, policy-makers, artists and journalists.

SeaWORLD · rebranding project

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EV2

SEAWORLD ART ROOM

The art room reinforces our mission of promoting responsible behaviors by showing people amazing art works about the ocean and marine life calling people's attention to protecting them.

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Yayoi Kusama's Infinity Mirror Rooms

Our theme is marine life. There is no time limit in our art room; you can stay as long as you want.

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An art room in which viewers can appreciate the beauty of marine creatures without having to actually go deep into the sea With limited access to the deep sea, this interactive art room could be considered a backup to that kind of actual encounter.

Through light, projections, architecture, and human interactions, our SeaWorld art room creates a world in which viewers can appreciate the beauty of these fascinating creatures.

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VISUAL STANDARDS GUIDE

This book is the last one in a series of three volumes.

Book1, Visual Strategy Guide, shows our research process of rebranding. Book 2, Visual Development Guide, shows the process of developing the new SeaWorld logo. What you just read is our Book 3, Visual Standards Guide, shows our new visual identity and the future brand extension.

SeaWORLD · rebranding project

S E AW O R L D Visual Standards Guide

School

Academy of Art University

Course

Nature of identity

Instructor

Hunter Wimmer

Term

Fall 2019

Design

Xiaofan Li

Software

Adobe Creative Cloud

Bindery Blurb

Resources

Logo History logos.fandom.com

Photography

Unsplash.com google.com photos.orlandoweekly.com

© X i a ofa n L i

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A l l r i g h ts rese r ve d

This book is a non-commercial project for education purposes and is not intented to represent the SeaWorld brand.

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VISUAL STANDARDS GUIDE

conservetheocean.com