FOR IMMEDIATE RELEASE

A Transformative Visual Identity for The Pacific Aquarium: Connecting Audiences to Ocean Conservation and Education

The Pacific Aquarium has introduced a striking new brand identity, marking a significant evolution in its mission to connect visitors with the wonders of the Pacific Ocean. Spearheaded by designer Mikayla Gao, the rebranding project was completed over 14 weeks as part of a design course at ArtCenter College of Design. The new identity system is inspired by the ocean's fluidity and inclusiveness, serving as a visual "window" that invites audiences to explore marine life and reinforces the aquarium's role as a gateway to ocean education and conservation.

Key features of the rebranding include a simplified name, "The Pacific Aquarium," a custom modular font, and fluid design elements that evoke the dynamic nature of the ocean. The cohesive visual language is applied across all physical and digital touchpoints, from exhibit signage and posters to the aquarium's website and membership cards. Generative design techniques were used to create adaptable symbols and a unique typeface, ensuring both memorability and legibility while reflecting the urgency of ocean conservation.

The rebranding addresses the challenge of balancing modern aesthetics with the aquarium's educational and conservation values. By analyzing branding strategies from leading aquariums and conservation organizations, Gao's research informed a design that enhances visitor engagement and fosters a deeper connection with the community. The new identity system not only improves recognition and accessibility but also empowers visitors to interact with the institution's mission through customizable membership experiences and consistent messaging across all platforms.

-END-