LIBERTY SCIENCE CENTER

LIBERTY SCIENCE CENTER

LIBERTY SCIENCE CENTER

My Team

My Team

Duration

Duration

4 Months

4 Months

4 Months

My Role

My Role

Brand Design

Art Direction

Creative Strategy

Brand Design

Art Direction

Creative Strategy

Brand Design

Art Direction

Creative Strategy

Tools

Tools

Problem

Liberty Science Center struggles to balance its family image with reaching a wider audience. Its brand lacks the polish and inclusivity needed to be seen as a space for learning, innovation, and community.

Liberty Science Center struggles to balance its family image with reaching a wider audience. Its brand lacks the polish and inclusivity needed to be seen as a space for learning, innovation, and community.

Solution

A rebrand that redefines LSC as a dynamic and inclusive space for all ages. Modernizing its visual identity reflects innovation and inclusivity while retaining the brand’s approachable essence.

Refined filters and optimized navigation create a seamless user journey. This standardizes the visual style
to restore a premium luxury feel.

PROJECT OVERVIEW

01

01

Brand Profile

02

02

Brand Identity

03

03

Dynamic System

04

04

Applications

Brand Profile

Brand MISSION

To inspire the next generation of scientists and engineers and excite learners of all ages about the power, promise, and pure fun of science and technology.

To inspire the next generation of scientists and engineers and excite learners of all ages about the power, promise, and pure fun of science and technology.

To inspire the next generation of scientists and engineers and excite learners of all ages about the power, promise, and pure fun of science and technology.

Brand Personality

  • Sincerity

    Committed to transparent and reliable education, creating a trustworthy environment for science enthusiasts.

  • Excitement

    Through captivating scientific innovations and interactive activities, making each visit a thrilling journey.

  • Competence:

    Showcasing proficiency through classes, labs, expertly curated exhibitions, and enriching learning experience.

  • Sincerity

    Committed to transparent and reliable education, creating a trustworthy environment for science enthusiasts.

  • Excitement

    Through captivating scientific innovations and interactive activities, making each visit a thrilling journey.

  • Competence:

    Showcasing proficiency through classes, labs, expertly curated exhibitions, and enriching learning experience.

  • Sincerity

    Committed to transparent and reliable education, creating a trustworthy environment for science enthusiasts.

  • Excitement

    Through captivating scientific innovations and interactive activities, making each visit a thrilling journey.

  • Competence:

    Showcasing proficiency through classes, labs, expertly curated exhibitions, and enriching learning experience.

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.

Educational

Educational

Creative

Creative

Engaging

Engaging

Inspiring

Inspiring

Brand archetype

THE EXPLORER

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THE EXPLORER

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THE EXPLORER

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THE EXPLORER

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THE SAGE

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THE SAGE

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THE SAGE

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THE SAGE

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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

DYNAMIC LOGO SYSTEM

INSIGHTS VIA WEB
ANALYSIS

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.

Inspired by the formation and movement of the rings

of atoms in science.

Inspired by the formation and movement of the rings

of atoms in science.

Inspired by the formation and movement of the rings of atoms in science.

Inspired by the formation and movement of the rings
of atoms
in
science.

Science

Built of off the 4 symbols of mathematics: Addition (+), Subtraction (-), Multiplication (×), and Division (÷)

Mathematics

Built from the importance of balance and elements functioning together in engineering.

Built from the importance of balance and elements
functioning together in
engineering.

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.

Our logo can appear in any of the brand's palette colors. Four simple pairings are made using all the colors within our brand palette with a white logo. These are the four only ways to use color pairings.

Our logo can appear in any of the brand's palette colors. Four simple pairings are made using all the colors within our brand palette with a white logo.
These are the four only ways to use color pairings.

Brand COLOrs

Rocket Red

#E60000

R 208 G 36 B 74

Embark on an exciting discovery with Rocket Red, embodying the

dynamic spirit of exploration at LSC

Embark on an exciting discovery with Rocket Red, embodying the dynamic spirit of exploration at LSC

Solar Yellow

#FFC700

R 255 G 193 B 05

Illuminate your path to discovery with Solar Yellow, a beacon of optimism

and enlightenment at LSC.

Illuminate your path to discovery with Solar Yellow,

a beacon of optimism and enlightenment at LSC.

Cosmos Blue

#2866DE

R 36 G 86 B 183

Soar into limitless realms of curiosity with Cosmos Blue, mirroring the expansive

horizons of scientific exploration.

Soar into limitless realms of curiosity with Cosmos Blue,

mirroring the expansive horizons of scientific exploration.

Eco Green

#80C342

R 131 G 183 B 83

Experience the vibrant growth of knowledge and sustainability with

Eco Green, defining our commitment to the environment.

Experience the vibrant growth of knowledge and sustainability with Eco Green, defining our commitment to the environment.

TYPOGRAPHY

Applications

BRAND GUIDELINES

Outcome

The rebrand attracts a broader audience through a versatile visual identity, enhancing connection across digital and physical touchpoints. Visitors engage with every category of STEM through clear, hands-on experiences that make learning intuitive and memorable.

Reflection

The rebrand brings clarity and cohesion to the Liberty Science & Engineering Center’s identity, making it more approachable and engaging for a wider audience. It effectively balances educational purpose with visual appeal, strengthening the center’s presence across all platforms.

Next Steps

Expand the visual identity across all brand touchpoints, maintaining cohesive design elements throughout both physical and digital platforms to deliver a unified and seamless experience.

Outcome

The rebrand attracts a broader audience through a versatile visual identity, enhancing connection across digital and physical touchpoints. Visitors engage with every category of STEM through clear, hands-on experiences that make learning intuitive and memorable.

Reflection

The rebrand brings clarity and cohesion to the Liberty Science & Engineering Center’s identity, making it more approachable and engaging for a wider audience. It effectively balances educational purpose with visual appeal, strengthening the center’s presence across all platforms.

Next Steps

Expand the visual identity across all brand touchpoints, maintaining cohesive design elements throughout both physical and digital platforms to deliver a unified and seamless experience.

Outcome

The rebrand attracts a broader audience through a versatile visual identity, enhancing connection across digital and physical touchpoints. Visitors engage with every category of STEM through clear, hands-on experiences that make learning intuitive and memorable.

Reflection

The rebrand brings clarity and cohesion to the Liberty Science & Engineering Center’s identity, making it more approachable and engaging for a wider audience. It effectively balances educational purpose with visual appeal, strengthening the center’s presence across all platforms.

Next Steps

Expand the visual identity across all brand touchpoints, maintaining cohesive design elements throughout both physical and digital platforms to deliver a unified and seamless experience.

Outcome

The rebrand attracts a broader audience through a versatile visual identity, enhancing connection across digital and physical touchpoints. Visitors engage with every category of STEM through clear, hands-on experiences that make learning intuitive and memorable.

Reflection

The rebrand brings clarity and cohesion to the Liberty Science & Engineering Center’s identity, making it more approachable and engaging for a wider audience. It effectively balances educational purpose with visual appeal, strengthening the center’s presence across all platforms.

Next Steps

Expand the visual identity across all brand touchpoints, maintaining cohesive design elements throughout both physical and digital platforms to deliver a unified and seamless experience.