Ni Hao-dy! 你好 x howdy!
I’m Chris Lee, a motion designer + illustrator and I’ve got happy feet!
(Monterey Bay Aquarium Research Institute)
Identity Design
This rebrand of MBARI re-envisions the somewhat secluded research institute into a team of scientists and engineers working to explore the deep sea, where no one has gone before. MBARI will inspire a new age of deep sea exploration, captivating the public’s interest, and help communicate their data into understanding how the deep sea and us as humans are connected.
A key part of MBARI’s research is the use of deep sea robotic vehicles and high resolution sonar. This logo references bathymetric data and sonar scans of the deep sea landforms, while speaking to the ideas of a changing ocean and layers of depth to explore.
MBARI’s photography has shown ecosystems deep in the ocean previously thought to be void of life. These colors pulled from their photography directly counter that assumption. From bioluminescence to the green of a Barreleye fish, these brand colors aim to garner public interest without the need to exaggerate their data and research.
Based on MBARI’s new mission statement, these graphic elements draw inspiration from data points plotted on a graph and how their connections have an impact on our lives. The smooth form at points of connection reference the organic subject matter, while still communicating it is technology based.
For those within the deep sea research industry, these frames look like machine learning visuals used to identify known and unknown species while on an expedition.
These graphic elements naturally can be used as a grid to design off of, in the same way scientists see their research on sea maps.
Brand Identity Posters:
These posters introduce MBARI’s new identity as one of scientists who
are charming and love to translate and discuss their findings to the public.
The humor throughout many of the poster series aims to make MBARI
seem more relateable and friendly.
This poster series demystifies the fears of the deepest parts of the ocean, dispelling fear by helping people understand.
Additional posters focus on unique, almost alien marine life, as well as the remotely operated technology MBARI uses, where as other marine research institutes have less access to.