My Team
Duration
4 Months
My Role
Brand Design
Art Direction
Creative Strategy
Tools



OUR PROBLEM
How Can LSC Balance Family Fun With Innovation?
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.
OUR SOLUTION
How Can A Modern Rebrand Bridge The Age Gap?
PROJECT OVERVIEW
Brand Profile
Brand MISSION
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.
BRAND PRINCIPLES
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
THE EXPLORER
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THE SAGE
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Brand Identity
MASTER LOGO & STRUCTURAL ANALYSIS


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.

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.
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
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.




