LIBERTY SCIENCE CENTER
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.
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.
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.
BRAND ARCHETYPES
The Explorer
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The Sage
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BRAND PERSONALITY
TONE OF VOICE
Design Direction
Chromatic Curiosity
This redesign captures the spirit of a engaging education through a vibrant visual identity inspired by Calder’s mobiles and the balance of seesaws. Bold colors, playful motion, and modular layouts reflect the excitement of scientific discovery while curated imagery highlights hands on learning and dynamic interaction. The result is a modern, inviting brand experience that makes every visit to LSC feel like a thrilling educational adventure.
Educational
Creative
Engaging
Inspiring
Brand Identity
MASTER LOGO
Our primary logo for reflects the principles of balance and curiosity, inspired by Alexander Calder’s mobiles. Its minimal, modern design conveys dynamic harmony, aligning with our mission to ignite curiosity and inspire innovation.
STRUCTURAL ANALYSIS
SECONDARY LOGO & STRUCTURAL ANALYSIS
Dynamic System
DYNAMIC SYSTEM
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.
Engineering
Built from the importance of balance and elements functioning together in engineering.
Science
Inspired by the formation and movement of the rings
of atoms in science.
Mathematics
Built of off the 4 main symbols of mathematics: Addition (+), Subtraction (-), Multiplication (×), and Division (÷)
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
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.
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.
Solar Yellow
#FFC700
R 255 G 193 B 5
Illuminate your path to discovery with Solar Yellow, a beacon of optimism and enlightenment at LSC.
TYPOGRAPHY
Applications
DESIGN SYSTEM
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.