CALIFORNIA SCIENCE CENTER
The California Science Center aims to educate kids and use science as a tool for understanding our world better.
Branding Identity
Generative Design
Publication
□ Rebrand Goals
Vibrant:
Utilizing bright colors reminiscent of the fun California summer kids and family love to experience.
Engaging:
Activating the physical and digital space to make the journey around the center fun itself.
Textural:
Inspired by particles in science and how they create different formations as structural elements.
□ Current Logo
□ Logo & Typeface
The main idea was to create a logo that was adaptive and evolutionary much like science is. Typeface was chosen due to its playful yet scientific nature of its anatomy along with a grotesk typeface to balance out the logo.
□ PostersA series was created to highlight the three main exhibitions and IMAX theatre at the California Science Center. By dissecting the logo and word mark, I was able to extract color-blocking forms and subtly create the letters ‘C’ and ‘S’ in the posters. Further playing on the concept of textures, patterns were extracted from the logo to give visual rhythm and contrast.
□ Generative TicketExperiencing the California Science Center goes beyond the physical building, with this generative ticket it takes the story of the California Science Center to your own home.
□ Takeaways
□ Visitor’s GuideActing as an extension of this visual system, this visitor’s guide includes permanent and rotating exhibitions along with programs offered by the California Science Center.