SHEDD AQUARIUM Visual Identity System Sarah Yoo / Spring 2014
Shedd Aquarium Visual Identity System
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Phase 1: Visual and Verbal Research
Shedd Aquarium Visual Identity System
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LIKE NO OTHER AQUARIUM IN THE WORLD
Shedd combines the best of early 20th-century age of aquariums characteristics—a diverse, global animal collection surrounded by eye-popping architecture—with 21st-century advances in animal care, environments and interpretation. Excellence and innovation are Shedd traditions, and they began with the founder. Shedd Aquarium Visual Identity System
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IN-CITY L O CAT I O N
Shedd Aquarium Visual Identity System
Phase 1: Visual and Verbal Research
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THE BUILDING
Shedd Aquarium Visual Identity System
Phase 1: Visual and Verbal Research
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INTERIOR
Shedd Aquarium Visual Identity System
Phase 1: Visual and Verbal Research
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E D U CAT I O N
Shedd Aquarium Visual Identity System
Phase 1: Visual and Verbal Research
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MEMORIES
Shedd Aquarium Visual Identity System
Phase 1: Visual and Verbal Research
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CURRENT VISUAL IDENTITY
Shedd Aquarium Visual Identity System
Phase 1: Visual and Verbal Research
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SIMILAR O R G A N I Z AT I O N S
VS.
Shedd Aquarium Visual Identity System
Phase 1: Visual and Verbal Research
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Phase 2: visual and verbal inspiration
Shedd Aquarium Visual Identity System
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LITERAL
ABSTRACT
Shedd Aquarium Visual Identity System
Movement
Color
Energy
Pattern
Growth
Texture
Phase 2: Visual and Verbal Inspiration
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COLOR
C100 M90 Y38 K40
Shedd Aquarium Visual Identity System
C100 M91 Y21 K9
Phase 2: Visual and Verbal Inspiration
C66 M37 Y0 K0
C67 M9 Y27 K0
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T Y P O G R A P H Y : Gotham
Gotham is a geometric sans-serif digital typefaces, which has lot of potential to be represented at the Shedd Aquarium due to its’ modernized and rounded feature.
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
BookItalic
abcdefghijklmnopqrstuvwxyz
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Ultra
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Shedd Aquarium Visual Identity System
Phase 2: Typography
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MARK DEVELOPMENT
Shedd Aquarium Visual Identity System
Phase 2: Mark development
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FINAL MARK
Continuous but various sized circular shapes represent water bubbles, collection of animals, and movements. Different colored circles and opacity is depicting the different levels of ocean and its’ depth.
SHEDD
SHEDD
aquarium
aquarium
SHEDD
SHEDD
aquarium
Shedd Aquarium Visual Identity System
aquarium
Phase 2: Final mark
SHEDD
aquarium
SHEDD
aquarium
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Phase 3: System applications
Shedd Aquarium Visual Identity System
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S TAT I O N E RY Business card
Shedd Aquarium Visual Identity System
Phase 3: System applications
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Letterhead
Envelope
1200 S Lake shore Dr. Chicago IL 60605 June 16, 2014 Ms. Young Lee School of the Art Institute of Chicago 37 South Wabash Avenue
SHEDD
aquarium
Chicago IL 60603
Ms. Young Lee School of the Art Institute of Chicago
Dear Ms. Lee,
37 South Wabash Avenue SHEDD
aquarium
Thank you for contacting us about our involvement in your upcoming lecture series. Volorem
Chicago IL 60603
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Sarah Yoo Vice President, Outreach Shedd Aquarium
Shedd Aquarium Visual Identity System
Phase 3: System applications
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Website
Shedd Aquarium Visual Identity System
Phase 3: System applications
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Brochure
Shedd Aquarium Visual Identity System
Phase 3: System applications
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Coasters
Shedd Aquarium Visual Identity System
Phase 3: System applications
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Banner Entrance Ticket
Shedd Aquarium Visual Identity System
Phase 3: System applications
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