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
SeaWORLD · rebranding project
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
SeaWORLD · rebranding project
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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.
VISUAL STANDARDS GUIDE
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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.
SeaWORLD · rebranding project
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.
VISUAL STANDARDS GUIDE
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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
SeaWORLD · rebranding project
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
VISUAL STANDARDS GUIDE
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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.
SeaWORLD · rebranding project
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
VISUAL STANDARDS GUIDE
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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
SeaWORLD · rebranding project
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
SeaWORLD · rebranding project
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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VISUAL STANDARDS GUIDE
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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%
SeaWORLD · rebranding project
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.
VISUAL STANDARDS GUIDE
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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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VISUAL STANDARDS GUIDE
SeaWORLD · rebranding project
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n io
Ed
On the land
P R O J E C T I O N S C H A RT
an el
er
Un
de
rw
at
d
er
On
P ro te c t i o n
th On
d
at
Underwater
ion
I n te
at
ra
ct
uc
Un
w er
th
el an d
VISUAL STANDARDS GUIDE
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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.
VISUAL STANDARDS GUIDE
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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
SeaWORLD · rebranding project
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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.
VISUAL STANDARDS GUIDE
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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
SeaWORLD · rebranding project
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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
SeaWORLD · rebranding project
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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.
· 40 ·
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VISUAL STANDARDS GUIDE
SeaWORLD · rebranding project
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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· 43 ·
VISUAL STANDARDS GUIDE
SeaWORLD · rebranding project
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VISUAL STANDARDS GUIDE
¡ 45 ¡
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
· 46 ·
VISUAL STANDARDS GUIDE
· 47 ·
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.
SeaWORLD · rebranding project
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VISUAL STANDARDS GUIDE
¡ 49 ¡
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
SeaWORLD · rebranding project
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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.
SeaWORLD · rebranding project
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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.
SeaWORLD · rebranding project
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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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· 59 ·
VISUAL STANDARDS GUIDE
SeaWORLD · rebranding project
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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
· 63 ·
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.
SeaWORLD · rebranding project
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VISUAL STANDARDS GUIDE
¡ 65 ¡
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
/
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
SeaWORLD · rebranding project
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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
EVENT
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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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D IFFEREN T
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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SeaWORLD · rebranding project
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VISUAL STANDARDS GUIDE
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.
SeaWORLD · rebranding project
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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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conservetheocean.com