Problem
Solution
PROJECT OVERVIEW
Brand Profile
Brand Identity
Dynamic System
Applications
Brand Profile
Brand MISSION
Brand Personality
ART DIRECTION
Design Direction
Geometric Chromatic Discovery
The visual identity is anchored in the concept of balanced motion, drawing a direct line between the kinetic poise of Calder’s mobiles and the playful physics of a seesaw. This is expressed through a modular grid system that prioritizes both structural stability and rhythmic energy. By layering vibrant, high saturation tones against clean, expansive whitespace, the design creates a sense of intellectual breathing room allowing the curated imagery of hands on learning to become the focal point. Instead of a traditional, static layout, we utilized asymmetrical balance and fluid transitions to mimic the 'aha!' moment of scientific discovery. The final experience is a translation of physical exploration into a digital landscape, designed to be as tactile and responsive as a science experiment in motion.
Brand archetype
Brand Identity
MASTER LOGO & STRUCTURAL ANALYSIS
Our primary logo reflects the principles of balance and curiosity, inspired by the kinetic movement of Alexander Calder’s mobiles. The minimal, modern design creates a sense of dynamic harmony, capturing our mission to spark youth-led exploration and inspire innovation.
SECONDARY LOGO & STRUCTURAL ANALYSIS
Dynamic System
LOGO DYNAMIC SYSTEM ANIMATION
As Liberty Science Center has niche categories focusing on STEM, there is 3 specific design systems with its own symbols and logo format. Use these specific logos throughout the brand elements as needed.
Science
Built of off the 4 symbols of mathematics: Addition (+), Subtraction (-), Multiplication (×), and Division (÷)
Mathematics
Engineering
LOGO COLOR COMBINATIONS
Single Color Logo
For the rare cases where colors and transparency are not an option, you can use this single-color version of our logo.
Brand COLOrs
Rocket Red
#E60000
R 208 G 36 B 74
Solar Yellow
#FFC700
R 255 G 193 B 05
Cosmos Blue
#2866DE
R 36 G 86 B 183
Eco Green
#80C342
R 131 G 183 B 83
























