These principles are designed to simplify design choices for anyone working with NASA. The brand identity principles provide you with a structure to work with.
Think of this guide as a tool to build a consistent brand presence when designing deliverables. This way we can ensure we will benefit by using these guidelines in our everyday work and contribute to a stronger, more focused brand.
4.1 Brand Extensions
4.2 Extension Deliverables
4.3 Website Development
This section outlines the functional and corporate divisions responsible for managing the new brand extensions. The list is presented in a manner intended for clear understanding by our audience. However, the corporate hierarchy is also detailed within.
Products
PRD1: NASA Pathfinder
PRD2: Terranova Tractors
PRD3:VR Headsets
Services
SER1: NASA Organics+
SER2: GIS Services
SER3: NASA Fire Force
Environments
ENV1: Product Design Centers
ENV2: NASA Universe
Co-Branding
CO1: NASA x O’Neill
CO2: NASA x Polaris
CO3: NASA x Miller Welders
Events
EVE1: STEM Design Challenge
EVE2: NASA Stratosphere
Experiences
EXP1: NASA Star Camp
EXP2: Northern Lights Fly-By
Educational Opportunities
ED1:NASA AMA
ED2: NASA Institute of Technology
ED3: NASA Engineer Entrepreneur Program
NASA Pathfinder offers a comprehensive suite of digital navigation and geographic products designed to facilitate route display and access to topographic data.
Tailored for various modes of transportation including airplanes, maritime vessels, and cars, as well as for individual users, Pathfinder harnesses NASA’s extensive array of satellites and geographic data. By integrating cutting-edge technology, our products provide users with trustworthy and detailed navigation assistance, ensuring they reach their destinations with ease and precision
Pathfinder embodies NASA’s mission of inspiring innovation, accelerating scientific progress, and promoting global collaboration by driving exploration and discovery to new frontiers. This enhances our understanding of terrain and facilitating navigation in remote locations.
Similar to Garmin & Magellan
Differentiators
Accuracy
VR Adaptations
Increased Range
Interplanetary Routes
The NASA AR & VR headsets are cuttingedge augmented and virtual reality devices enhanced with AI capabilities.
These headsets provide users with access to a vast array of information, modules, and simulators, making STEM subjects like engineering more accessible and engaging. Additionally, these devices revolutionize collaboration by offering immersive digital environments that surpass traditional communication platforms like Zoom.
The NASA VR headset embodies our mission of inspiring innovation, accelerating scientific discovery, and promoting global collaboration by providing users with highly visual and interactive environments, the headset transforms education and collaboration, fostering creativity and productivity among teams. Furthermore, the integration of remote operation capabilities enables users to interact with robots and machinery, bridging the gap between humans and machines in new and exciting ways.
Similar to Apple Headset, Oculus Quest 2, & Zoom
Differentiators
Create or Upload Training Simulations
Satellite Connection
Virtual Conferencing and Events
Remote Telepresence in Robotics
The Product Design Centers (PDCs) comprise a network of cooperative maker spaces dedicated to facilitating innovative projects and solutions.
Staffed by professional engineers, these spaces are equipped to handle challenging tasks and provide the public with access to tools and resources for bringing ideas to life. Through a cooperative model, members contribute their expertise and NASA provides support, empowering individuals to explore new technologies beyond the scope of traditional endeavors.
The PDCs embody our mission by inspiring innovation, fostering global collaboration, and advancing science through the creation by bringing people together to invest in shared interests and aspirations, these spaces cultivate an environment rich with creativity and innovation, driving progress and discovery in diverse fields.
Similar to Maker Nexus & City Sponsored Spaces
Differentiators
Co-Op Funding
Specialized tools & equipment
Training Workshops & Mentorship Programs
Local
NASA Universe is a network of science and technology exhibits designed to provide patrons with immersive and interactive learning experiences.
NASA Universe, one of the flagship exhibits, offers a fully immersive environment with a large, fully functional media projection system spanning the ceiling and walls. Visitors can explore various STEM subjects through hands-on exhibits and unique interactive features. A notable aspect of Solar System is its interconnectedness, mirroring the celestial bodies of the solar system, allowing patrons to communicate with others in different domes.
The NASA Universe initiative embodies our mission of inspiring innovation, promoting global collaboration, and advancing science by providing patrons with a collaborative and inspiring environment, NASA Universe engages the public in science and space exploration, fostering curiosity and discovery.
Similar to The Sphere in Las Vegas & IMAX
Differentiators
Interconnected Network
NASA Organics is an advanced agricultural division specializing in large-scale farming and agricultural operations.
Our comprehensive farming service includes state-of-the-art facilities and machinery, equipped with advanced technologies such as Pathfinder for precision planting, application of water, and automated steering systems. By leveraging cutting-edge innovations, we are revolutionizing the agricultural industry, driving efficiency, sustainability, and productivity to new heights.
NASA Organics embodies our mission of inspiring innovation, accelerating scientific progress, and promoting global collaboration in the agricultural sector by introducing advanced methods and technologies to reshape the scope of farming. We are driving forward the future of agriculture, ensuring food security for generations to come.
Similar to industry leaders like AeroFarms and John Deere.
Differentiators
Naturally Self-Sustaining
Indoor/Outdoor Hybrid Facilities
Global Delivery
Dehydrated Preservation Methods
SER2 offers a comprehensive GIS and Terrain Analysis service tailored for farming, conservation, and restoration efforts.
Our service provides high-resolution GIS data, augmented with AIassisted analysis, accessible to the public. Through crowd-sourcing, we foster a collaborative effort in analyzing areas, facilitating datadriven decision-making for sustainable land management practices.
ER2 embodies our mission by inspiring innovation, accelerating scientific progress, and fostering global collaboration by providing users with access to our advanced GIS capabilities and leveraging crowdsourcing for analysis. We empower communities to make informed decisions for exporation and adventure to remote places.
Similar to GISinc & 1Spatial
Differentiators
High Resolution Imaging
AI-assisted analysis
Public Access & Crowd-sourcing
NASA Fire Force is a fire department equipped with advanced tools and machinery connected to NASA’s space infrastructure.
In response to the escalating threat of forest fires, our department prioritizes the safety of firefighting personnel by leveraging NASA’s expertise in material science, satellite imagery, and real-time updates via NASA VR headsets. With access to state-of-the-art technology such as NASA Pathfinder, we provide unparalleled support for firefighting operations.
NASA Fire Force embodies our mission of inspiring innovation, accelerating scientific progress, and promoting global collaboration by establishing a safer and more advanced firefighting infrastructure that draws upon NASA’s expertise in material science, fire science, and GIS technology. Similar to agencies like Cal Fire and commercial fire departments, NASA Fire Force is committed to enhancing safety and effectiveness in firefighting efforts worldwide.
Similar to Cal Fire & Commercial Fire Departments
Differentiators
100% Fireproof and Temperature-Regulated Suits
Wild Fire Advanced Detection System
Real-time VR Situational Awareness
Built in NASA VR Headsets
NASA Pathfinder Technology
Connection with NASA GIS Deparment
NASA Shipping Solutions offers a cuttingedge shipping service that leverages advanced technology and expertise in logistics.
Our service utilizes state-of-the-art spacecraft or drone technology for rapid, efficient, and secure delivery of goods. With a focus on innovation and precision, NASA Shipping Solutions aims to revolutionize the shipping industry by offering faster delivery times, reduced environmental impact, unparalleled tracking, and militarygrade security systems.
NASA Shipping Solutions embodies our mission of inspiring innovation, promoting global collaboration, and accelerating scientific progress through the advancement by leveraging our expertise in aerospace engineering and logistics to pioneering new frontiers in the shipping industry, driving efficiency, sustainability, and reliability to new heights.
Similar to FedEx Air & UPS Air
Differentiators
Unmanned Drone technology for rapid and efficient delivery of goods
Military-Grade Security & Monitoring
Reduction of fossil fuels in the shipping industry
The International STEM Challenge is a prestigious design competition where teams from around the world compete in rigorous challenges aimed at solving issues on Earth.
Teams go head-to-head in various design challenges, showcasing their innovation and problem-solving skills. Winning teams advance to the next round, with prizes including cash awards and features in top STEM publications.
The International STEM Challenge embodies our mission of inspiring innovation, promoting global collaboration, and accelerating science by creating of an international platform for the development of new technologies addressing real-world challenges. Similar to renowned competitions like Imagine Cup and the NASA Rover Challenge, the STEM Challenge serves as a catalyst for transformative solutions with practical applications on Earth.
Similar to Imagine Cup & NASA Rover Challenge
Differentiators
Addresses issues on Earth rather than those related to space exploration
Encourages participants to develop solutions with tangible impacts.
Connects to NASA AMA & NIT
NASA Stratosphere is a groundbreaking international science festival that combines the excitement of a music festival, the creativity of Burning Man, and the wonder of the cosmos.
It serves as a vibrant gathering place for space enthusiasts of all ages, offering a weekend filled with live music performances, engaging scientific presentations, and stargazing experiences led by experts.
Stratosphere embodies our mission of inspiring innovation, accelerating scientific discovery, and promoting global collaboration by providing a platform for people to come together and share their knowledge and passion for the cosmos, Stratosphere fuels curiosity and excitement for space exploration.
Similar to Coachella and World Science Festival
Differentiators
Integrated music festival component
A clear thematic focus on space science.
Merging entertainment with education,
Unique and immersive experiences that appeals to a diverse audience
Connects to NASA Star Camp & Northern Light Fly By
NASA Star Camp is an annual touring event that invites families and patrons to camp under the stars in some of the most breathtaking National Parks across different time zones.
Participants immerse themselves in the beauty of nature while learning about the cosmos through stargazing sessions and educational activities led by NASA experts. This unique experience not only supports the National Park Service but also fosters a deeper appreciation for science and the wonders of the universe.
NASA Star Camp embodies our mission of inspiring innovation, promoting global collaboration, and accelerating science through the shared experience of stargazing and camping. By bringing people together in the great outdoors, Star Camp creates opportunities for meaningful connections, idea-sharing, and science education under the night sky.
Similar to Castle Hot Springs (AZ) & Beyond Bateleur Camp, Kenya
Differentiators
Castle Hots Springs and Beyond Bateleur Camp, NASA Star Camp is not restricted to one place. It’s mobile and can go around the globe to bring people together. EXP2
The Northern Light Fly-By offers an unparalleled journey aboard a sub-orbital shuttle to witness the awe-inspiring beauty of the Northern Lights.
This mystical phenomenon, visible only in select regions with the right atmospheric conditions, takes on a new dimension as participants embark on an up-close and personal exploration of the auroras.
The Northern Light Fly-By reinforces our mission of inspiring innovation, promoting global collaboration, and accelerating science by offering participants an unforgettable experience that ignites curiosity and appreciation for Earth’s natural wonders. By showcasing the Northern Lights from space, we aim to inspire a renewed sense of wonder and curiosity about our planet and the cosmos, driving interest and engagement in NASA’s mission of exploration and discovery.
Similar to Nordic Visitor & similar travel agencies
Differentiators
Unlike traditional travel agencies such as Nordic Visitor, the Northern Light Fly-By offers a truly unique experience by combining space travel with the wonder of the Northern Lights. This distinctiveness sets us apart, allowing participants to create lifelong memories and gain a newfound appreciation for the cosmos.
NASA AMA offers a dynamic platform where leading figures from diverse fields.
This is including science, art, music, and more, engage with audiences in an interactive ask-me-anything format. This inclusive venue welcomes individuals passionate about sharing knowledge and inspiring others, regardless of their background or expertise.
NASA AMA embodies our mission of inspiring innovation, promoting global collaboration, and accelerating science through open dialogue and knowledge exchange. By providing a supportive environment for individuals to learn from their inspirations and grow, we empower audiences to explore new ideas and perspectives, driving curiosity and creativity across disciplines.
Similar to TEDTalk & Big Think
Differentiators
Unlike traditional platforms like TEDTalk, which may prioritize certain ideas, NASA AMA embraces the belief that every idea is worth sharing. By emphasizing inclusivity and diversity of thought, we encourage a broad range of voices and perspectives, enriching the learning experience for all participants.
The NASA Institute of Technology (NIT) is an innovative education and career pathway dedicated to equipping individuals with trade skills in the field of science.
Recognizing that science encompasses more than just research and development, NIT provides accessible training for individuals seeking to enter the engineering field and execute scientific ideas effectively.
The NASA Institute of Technology (NIT) embodies our mission of inspiring innovation, accelerating science, and promoting global collaboration by providing a supportive environment for individuals to enhance their science skills and pursue career opportunities in engineering, NIT empowers learners to contribute to the advancement of science and technology.
Similar to ITT Tech & Full-Sail University
Differentiators
Unlike ITT Tech, our academy is backed by the best space agency in the world NASA. Our student will have access to cutting-edge tools.
Brand Connection: ENV1, ENV2, ED1
Connects to NIT & NASA Star Camp
Engineer Entrepreneur is a mentorship program designed to support recent college graduates in transitioning into entrepreneurship.
With the backing of NASA, participants receive guidance and resources to navigate the challenges of starting and growing a business in the science and technology sector.
The Engineer Entrepreneur program embodies our mission of inspiring innovation, promtoing global collaboration, and accelerating science by empowering participants to turn their ideas into reality and drive innovation in the marketplace, we contribute to the growth and success of the science-based economy.
Similar to Higher Ed Internship & Post-Doctorate Programs
Differentiators
This is different from institutional internships because it’s available to any college graduate not just the few that attend a specific school.
NASA and O’Neill are partnering to develop advanced dry suits for deep diving, addressing the challenges of extended underwater stays and extreme pressure environments.
These suits will feature integrated life support systems for breathing and temperature regulation, as well as smart sensors to counter pressure changes. Leveraging NASA’s material science expertise and Pathfinder technology, the collaboration aims to create lighter, more durable dry suits for enhanced safety and performance.
The co-branding opportunity reinforces our mission of inspiring innovation, accelerating science, and promoting global collaboration by combining NASA’s material science expertise with O’Neill’s industry-leading design, we aim to push the boundaries of underwater exploration and safety, providing divers with cutting-edge equipment to explore the depths of our oceans with confidence.
Similar to O’Neill Men’s Boost 300g Dry suit & Scubapro Exodry
Differentiators
Advanced Material Construction
Life Support Systems
Temp-Pressure Sensors
NASA Pathfinder Technology
NASA and Polaris are joining forces to revolutionize the ATV and UTV market with a Mars rover-inspired line of vehicles.
Leveraging NASA’s expertise in rover technology and Polaris’ leadership in the recreational vehicle market, the collaboration aims to create advanced UTVs and robotic terrain vehicles equipped for future exploration and environmental services, potentially even for use on Mars.
This co-branding opportunity reinforces our mission of inspiring innovation, accelerating science, and promoting global collaboration by merging NASA’s expertise in rover technology with Polaris’ industry-leading design, we aim to pioneer a new frontier in off-road vehicle technology, inspiring enthusiasts while laying the groundwork for future exploration on Earth and beyond.
Similar to Polaris Xpedition & RZR
Differentiators:
Advanced robotics technology and design elements for enhanced performance and functionality.
Possibilities for AI-enabled rovers that could provide environmental services.
Built upon Polaris’ existing product lines, offering enthusiasts familiar features with enhanced capabilities inspired by NASA technology.
NASA and Miller Welders are collaborating to develop a suite of cutting-edge welding equipment.
These welders will be tailored to meet the standards of space exploration. The partnership aims to provide engineers worldwide with top-quality equipment to foster the next generation of innovators and explorers. We recognize the critical role of welders in constructing the structures that enable space travel,
The Lunar Welders initiative embodies our mission by inspiring innovation, promoting global collaboration, and accelerating scientific progress by empowering our engineers with superior tools and democratizing access to welding technology, we unlock new possibilities for exploration and discovery.
Similar to Miller & Lincoln Welders
Differentiators
Energy Efficient
Robotics Attachments
AI-Assisted Voltage and Amp Control
1 Machine, 4 Processes (SMAW, MIG, TIG, Laser)
The NASA AR & VR headsets are cuttingedge augmented and virtual reality devices enhanced with AI capabilities.
These headsets provide users with access to a vast array of information, modules, and simulators, making STEM subjects like engineering more accessible and engaging. Additionally, these devices revolutionize collaboration by offering immersive digital environments that surpass traditional communication platforms like Zoom.
The NASA VR headset embodies our mission of inspiring innovation, accelerating scientific discovery, and promoting global collaboration by providing users with highly visual and interactive environments, the headset transforms education and collaboration, fostering creativity and productivity among teams. Furthermore, the integration of remote operation capabilities enables users to interact with robots and machinery, bridging the gap between humans and machines in new and exciting ways.
Similar to Apple Headset, Oculus Quest 2, & Zoom
Differentiators
Create or Upload Training Simulations
Satellite Connection
Virtual Conferencing and Events
Remote Telepresence in Robotics
NASA Pathfinder offers a comprehensive suite of digital navigation and geographic products designed to facilitate route display and access to topographic data.
Tailored for various modes of transportation including airplanes, maritime vessels, and cars, as well as for individual users, Pathfinder harnesses NASA’s extensive array of satellites and geographic data. By integrating cutting-edge technology, our products provide users with trustworthy and detailed navigation assistance, ensuring they reach their destinations with ease and precision
Similar to Garmin & Magellan
PRD1Accuracy
VR Adaptations
Increased Range
Interplanetary Routes
Pathfinder embodies NASA’s mission of inspiring innovation, accelerating scientific progress, and promoting global collaboration by driving exploration and discovery to new frontiers. This enhances our understanding of terrain and facilitating navigation in remote locations.
NASA and O’Neill are partnering to develop advanced dry suits for deep diving, addressing the challenges of extended underwater stays and extreme pressure environments. These suits will feature integrated life support systems for breathing and temperature regulation, as well as smart sensors to counter pressure changes. Leveraging NASA’s material science expertise and Pathfinder technology, the collaboration aims to create lighter, more durable dry suits for enhanced safety and performance.
Differentiators
Advanced Material Construction
Life Support Systems
Temp-Pressure Sensors
NASA Pathfinder Technology
The co-branding opportunity reinforces our mission of inspiring innovation, accelerating science, and promoting global collaboration by combining NASA’s material science expertise with O’Neill’s industry-leading design, we aim to push the boundaries of underwater exploration and safety, providing divers with cutting-edge equipment to explore the depths of our oceans with confidence.
NASA Star Camp is an annual touring event that invites families and patrons to camp under the stars in some of the most breathtaking National Parks across different time zones.
Participants immerse themselves in the beauty of nature while learning about the cosmos through stargazing sessions and educational activities led by NASA experts. This unique experience not only supports the National Park Service but also fosters a deeper appreciation for science and the wonders of the universe.
NASA Star Camp embodies our mission of inspiring innovation, promoting global collaboration, and accelerating science through the shared experience of stargazing and camping. By bringing people together in the great outdoors, Star Camp creates opportunities for meaningful connections, idea-sharing, and science education under the night sky.
Similar to Castle Hot Springs (AZ) & Beyond Bateleur Camp, Kenya
Differentiators
Castle Hots Springs and Beyond Bateleur Camp, NASA Star Camp is not restricted to one place. It’s mobile and can go around the globe to bring people together.
NASA AMA offers a dynamic platform where leading figures from diverse fields.
This is including science, art, music, and more, engage with audiences in an interactive ask-me-anything format. This inclusive venue welcomes individuals passionate about sharing knowledge and inspiring others, regardless of their background or expertise.
NASA AMA embodies our mission of inspiring innovation, promoting global collaboration, and accelerating science through open dialogue and knowledge exchange. By providing a supportive environment for individuals to learn from their inspirations and grow, we empower audiences to explore new ideas and perspectives, driving curiosity and creativity across disciplines.
Similar to TEDTalk & Big Think
Unlike traditional platforms like TEDTalk, which may prioritize certain ideas, NASA AMA embraces the belief that every idea is worth sharing. By emphasizing inclusivity and diversity of thought, we encourage a broad range of voices and perspectives, enriching the learning experience for all participants.
NASA and Polaris are joining forces to revolutionize the ATV and UTV market with a Mars rover-inspired line of vehicles.
Leveraging NASA’s expertise in rover technology and Polaris’ leadership in the recreational vehicle market, the collaboration aims to create advanced UTVs and robotic terrain vehicles equipped for future exploration and environmental services, potentially even for use on Mars. Built upon Polaris’ existing product lines, offering enthusiasts familiar features with enhanced capabilities inspired by NASA technology.
This co-branding opportunity reinforces our mission of inspiring innovation, accelerating science, and promoting global collaboration by merging NASA’s expertise in rover technology with Polaris’ industry-leading design, we aim to pioneer a new frontier in off-road vehicle technology, inspiring enthusiasts while laying the groundwork for future exploration on Earth and beyond.
Similar to Polaris Xpedition & RZR
Differentiators:
Advanced robotics technology and design elements for enhanced performance and functionality.
Possibilities for AI-enabled rovers that could provide environmental services.
The Product Design Centers (PDCs) comprise a network of cooperative maker spaces dedicated to facilitating innovative projects and solutions.
Staffed by professional engineers, these spaces are equipped to handle challenging tasks and provide the public with access to tools and resources for bringing ideas to life. Through a cooperative model, members contribute their expertise and NASA provides support, empowering individuals to explore new technologies beyond the scope of traditional endeavors.
The PDCs embody our mission by inspiring innovation, fostering global collaboration, and advancing science through the creation by bringing people together to invest in shared interests and aspirations, these spaces cultivate an environment rich with creativity and innovation, driving progress and discovery in diverse fields.
Similar to Maker Nexus & City Sponsored Spaces
Differentiators
Co-Op Funding
Specialized tools & equipment
Training Workshops & Mentorship Programs
Local
The NASA Institute of Technology (NIT) is an innovative education and career pathway dedicated to equipping individuals with trade skills in the field of science.
Recognizing that science encompasses more than just research and development, NIT provides accessible training for individuals seeking to enter the engineering field and execute scientific ideas effectively.
The NASA Institute of Technology (NIT) embodies our mission of inspiring innovation, accelerating science, and promoting global collaboration by providing a supportive environment for individuals to enhance their science skills and pursue career opportunities in engineering, NIT empowers learners to contribute to the advancement of science and technology.
Similar to ITT Tech & Full-Sail University
Differentiators
Unlike ITT Tech, our academy is backed by the best space agency in the world NASA. Our student will have access to cutting-edge tools.
Brand Connection: ENV1, ENV2, ED1
SER2 offers a comprehensive GIS and Terrain Analysis service tailored for farming, conservation, and restoration efforts.
Our service provides high-resolution GIS data, augmented with AI-assisted analysis, accessible to the public. Through crowd-sourcing, we foster a collaborative effort in analyzing areas, facilitating data-driven decision-making for sustainable land management practices.
ER2 embodies our mission by inspiring innovation, accelerating scientific progress, and fostering global collaboration by providing users with access to our advanced GIS capabilities and leveraging crowdsourcing for analysis. We empower communities to make informed decisions for exporation and adventure to remote places.
Similar to GISinc & 1Spatial
Differentiators
High Resolution Imaging
AI-assisted analysis
Public Access & Crowd-sourcing
