Shedd Aquarium Rebranding Work In Progress

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INTRODUCTION:

As an indoor public aquarium in Chicago, the Shedd Aquarium believes that animals connect you to the living world.

The living world starts from water, which is the basic element of all kinds of life on our planet. Water has no color and no shape, however it can reflect all kinds of color and it can fit into all kinds of shapes. That is the reason why lines were used as the basic elements of the project.

RESEARCH PART 1: HISTORY AND CHALLENGES

Mission and Values

Disadvantages of Shedd Aquarium's Current Identity

RESEARCH PART 2: SHEDD IMPRESSIONS AND INSPIRATIONS

Verbal Inspiration: Keywords

Combinations Verbal and Visual Inspirations

SOLUTION:

Mark Concept:

We are living on a planet where nothing is seperated or isolated. The idea embeded in this mark design is transformation and connection. The beauty of nature indeed hidden in the transform from raindrops to sea waves, from tides to ripples.