Ni Hao-dy! 你好! x howdy!
Chris Lee here, a motion designer + illustrator.
And I’ve got happy feet!
(Monterey Bay Aquarium Research Institute)
Identity Design
This rebrand of MBARI re-envisions the private, data focused, and inward facing instutute as a outward facing, story focused, and personable team of scientists and engineers. It distinguishes itself from the Monterey Bay Aquarium’s brand while keeping its independent, pioneering, and collaborative spirit.
The Logo:
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.
Brand Colors:
To most people, the deep sea is a place of unknown dangers or being void of life. MBARI’s research and photography counters that assumption. The brand colors are naturally found in bioluminescence and stunning organisms such as the Bloody-belly Comb Jelly, and represent MBARI’s dedication to research and their pioneering spirit.
Brand Elements:
This system of dots pull inspiration from graphs, maps, and the frames of specie identification systems. It also calls back to the mission statement, where technology is represented by points and the connections of those points represent the pioneering and collaborative nature of MBARI.
These graphic elements are used to imply design grids while also being used to emphasize specific content. Paired with color gradients of the brand colors, this design system encourages to wonder and go deeper in the subject of deep sea research.
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.
Additional posters focus on unique, almost alien marine life and how bioluminescence is a major factor for life in the deep.
This style of poster is for events where MBARI collaborates with other companies to gain interest on ths subject of deep sea research. For example, collaborating with world-famous film director James Cameron can allow MBARI to “inspire deep wonder” amongst fans of Cameron’s films, breaking into a new demographic.
Social Media:
Website: