The goal of this project was to redesign the Shedd Aquarium logo with a fluid identity that appeals to millennial parents and gen z tourists. The logo is updated to highlight the playfulness and sustainability of the brand.
The fluid texture from the logo is a recurring element across all materials in combination with an animal silhouette. The animal changes to other species within the aquarium across the material; however, it remains recognizable by being the same colour and style as the logo's animal.
From the logo design, fluid elements were developed to be applied to a variety of materials, remaining unified and recognizable. Some of the materials taken into consideration when designing these elements were interior signage, gift shop merchandise, stationery materials, and advertisements.