challenge
In a rebrand, maintaining the brand's equity is top priority–it's important that recognizability isn't lost. The logo mark, lovingly called "the G-fish" is one of the most recognizable elements of the brand.
TASK
The initial goal was to achieve better legibility by exploring a new typeface for the brand name in the logo signature.
action
I saw an opportunity to rebalance the overall logo signature; the "G-fish" (logo) is a successful mark that can be read at small scales, but it was oddly angular for a fish and was too large in relation to the typography. As I dove deeper, I determined rebalancing the logo form before the typography would meet the clients goals. I constructed a golden ratio grid to guide my refinements and create a more rounded, organic shape with balanced thicks and thins without losing any recognizability. Once the new logo felt right, I customized the typeface Termina for the "Georgia Aquarium" wordmark, to visually all elements.
RESULT
Unaided brand recall tested at 73%, 6x higher than travel destination industry standard of 12%. These updates create a more approachable, friendly tone for Georgia Aquarium while maintaining the brand equity established over the last 20 years and subtly modernizing the design to carry the brand into the next 20 years.
