Aquarium of the Pacific Rebrand
branding · sea life · connection
This rebrand for the Aquarium of the Pacific is built on the belief that humans and marine life share far more than we realize. The identity reflects the gentle interconnectedness at the heart of the Aquarium’s mission, celebrating the ways our lives mirror the rhythms, resilience, and quiet beauty of the ocean. The visual system embraces fluid forms, soft motion, and a sense of peaceful discovery, inviting visitors to feel both curious and connected as they move through each exhibit. By blending clean design with organic shapes and warm visual storytelling, the rebrand highlights the shared experiences that unite us and encourages a deeper appreciation for the world beneath the surface, reminding viewers that caring for the ocean is ultimately caring for ourselves.
Logo
The new logo I designed for the Aquarium of the Pacific blends human connection with the quiet resilience of marine life. The logomark features an abstracted fish fin and a human hand gently cradling one another, forming a unified shape reminiscent of ocean waves. This intertwined gesture symbolizes the bond between humans and sea life and reflects the aquarium’s belief in shared experiences, gratitude, and interconnectedness. The color palette draws inspiration from the vibrancy of marine creatures and the warmth of companionship, while the primary typeface, Mr. Eaves, brings clarity and approachability to the identity. Together, these elements create a logo that feels inviting, expressive, and deeply rooted in the harmony the aquarium strives to protect.
Posters
This poster series brings the new Aquarium of the Pacific identity to life with gentle movement, bold type, and soft imagery of marine life in motion. Each poster echoes the quiet rhythm of the ocean, using flowing shapes and warm color to create moments of calm curiosity. Together, the series feels fluid and inviting, offering viewers a small pause to connect with the beauty of the underwater world.
Graphics
The graphic elements are inspired by the soft movement of the ocean. Droplets and swirls echo gentle water flow, the fin shape adds quiet direction, and the splash texture brings a touch of wave energy. Together, they create a fluid, expressive system rooted in the natural rhythm of marine life.
