The Aquarium of Niagara was looking for a brand refresh that captured conservation of aquatic life and habitats, and spoke to visitors including families, educators, and tourists.
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Aquarium of Niagara
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The first step in determining key aesthetic descriptors for the Aquarium of Niagara was to put together a mood board presentation and a survey for the Aquarium's marketing committee. This informed the presentation of two overall directions to choose from, including proper typography, a color palette, image treatment, and other graphic elements.
From here, I created two custom logotype concepts– one lowercase and one all uppercase. Both concepts included letterforms that subtly illustrated water. The aquarium chose the lowercase option. This treatment is young and playful, while treating each letter with a unique dip interpreted from an up and down wave motion. “Of” is underlined with this motion to create an even lockup within the composition. This extra detail provides a greater overall sense of friendliness and a nod to aquatics. At this point in the process is when an alternative mark, “AON” was introduced.
Logo mark concepting involved a continuous presentation of sketches, with aquatic life and conservation communicated at the forefront. While many of these concepts made it to the final stages of the process, the Aquarium decided to move in a different direction altogether in the end. This was a great learning experience and I enjoyed working with a team that’s passionate about conservation and the well-being of aquatic life.
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