NATHAN HUTTO
GRAPHIC DESIGN
BRAND IDENTITY
LOGO DESIGN
ILLUSTRATION
UI/UX
NATHAN HUTTO
GRAPHIC DESIGN
BRAND IDENTITY
LOGO DESIGN
ILLUSTRATION
UI/UX
NATHAN HUTTO
GRAPHIC DESIGN
BRAND IDENTITY
LOGO DESIGN
ILLUSTRATION
UI/UX
SEATTLE AQIARIUM REBRAND
SEATTLE AQIARIUM REBRAND
DESCRIPTION
The Seattle Aquarium redesign is a hypothetical project developed to address the limitations of its current visual identity and reimagine how it could better reflect both its mission and its geographic location. The work explores a cohesive, campaign-driven system inspired by the natural beauty of the Puget Sound and the Aquarium’s position within Seattle to create a more contemporary and engaging visual direction.
DESCRIPTION
The Seattle Aquarium redesign is a hypothetical project developed to address the limitations of its current visual identity and reimagine how it could better reflect both its mission and its geographic location. The work explores a cohesive, campaign-driven system inspired by the natural beauty of the Puget Sound and the Aquarium’s position within Seattle to create a more contemporary and engaging visual direction.
DESCRIPTION
The Seattle Aquarium redesign is a hypothetical project developed to address the limitations of its current visual identity and reimagine how it could better reflect both its mission and its geographic location. The work explores a cohesive, campaign-driven system inspired by the natural beauty of the Puget Sound and the Aquarium’s position within Seattle to create a more contemporary and engaging visual direction.
SCOPE
SCOPE
Brand Identity
Logo Design
Website Design
Applications
Brand Identity
Logo Design
Website Design
Applications
Brand Identity
Logo Design
Website Design
Applications
LOGO
LOGO
CONCEPT
The wordmark uses Optima’s organic, humanist characteristics with Avenir Next’s clean sans serif form, creating a cohesion design between seattle natural beauty and industry. The Space Needle is subtly integrated into one T's letterform, with a half circle representing the setting sun over Seattle's harbor. It serves as a quiet geographic reference while maintaining a minimal appearance and avoiding a more overt, tourist-focused approach.
The wordmark uses Optima’s organic, humanist characteristics with Avenir Next’s clean sans serif form, creating a cohesion design between seattle natural beauty and industry. The Space Needle is subtly integrated into one T's letterform, with a half circle representing the setting sun over Seattle's harbor. It serves as a quiet geographic reference while maintaining a minimal appearance and avoiding a more overt, tourist-focused approach.
The wordmark uses Optima’s organic, humanist characteristics with Avenir Next’s clean sans serif form, creating a cohesion design between seattle natural beauty and industry. The Space Needle is subtly integrated into one T's letterform, with a half circle representing the setting sun over Seattle's harbor. It serves as a quiet geographic reference while maintaining a minimal appearance and avoiding a more overt, tourist-focused approach.
TYPOGRAPHY
& COLOR
TYPOGRAPHY
& COLOR
TYPOGRAPHIC SYSTEM
The typographic system reflects both the history and contemporary tone of Seattle, balancing its industrial heritage with a more modern, innovative presence through contrast in typographic voice, combining expressive character with functional clarity to support the broader identity.
TYPOGRAPHIC SYSTEM
The typographic system reflects both the history and contemporary tone of Seattle, balancing its industrial heritage with a more modern, innovative presence through contrast in typographic voice, combining expressive character with functional clarity to support the broader identity.
TYPOGRAPHIC SYSTEM
The typographic system reflects both the history and contemporary tone of Seattle, balancing its industrial heritage with a more modern, innovative presence through contrast in typographic voice, combining expressive character with functional clarity to support the broader identity.
DISPLAY
The Grotesk typeface was chosen for its structured, institutional character, making it effective for headings and typographic hierarchy in larger applications.
The Grotesk typeface was chosen for its structured, institutional character, making it effective for headings and typographic hierarchy in larger applications.
The Grotesk typeface was chosen for its structured, institutional character, making it effective for headings and typographic hierarchy in larger applications.
Akzidenz-Grotesk Next
Akzidenz-Grotesk Next
BODY / SYSTEM TEXT
Avenir Next was used for its humanist qualities and high legibility in longer-form text, supporting an organic reading experience appropriate for an aquarium context while still aligning with the broader personality of Seattle. It pairs well with Akzidenz-Grotesk by contrasting the rigidity of the display type while maintaining consistency.
Avenir Next was used for its humanist qualities and high legibility in longer-form text, supporting an organic reading experience appropriate for an aquarium context while still aligning with the broader personality of Seattle. It pairs well with Akzidenz-Grotesk by contrasting the rigidity of the display type while maintaining consistency.
Avenir Next was used for its humanist qualities and high legibility in longer-form text, supporting an organic reading experience appropriate for an aquarium context while still aligning with the broader personality of Seattle. It pairs well with Akzidenz-Grotesk by contrasting the rigidity of the display type while maintaining consistency.
Avenir Next
Avenir Next
COLOR SYSTEM
The color palette is drawn from the surrounding environment of Puget Sound, inspired by the muted blues, greens, and soft neutrals found in the coastal landscape. The tones are intentionally restrained to mirror the calm, immersive experience of the aquarium and its connection to its natural setting.
COLOR SYSTEM
The color palette is drawn from the surrounding environment of Puget Sound, inspired by the muted blues, greens, and soft neutrals found in the coastal landscape. The tones are intentionally restrained to mirror the calm, immersive experience of the aquarium and its connection to its natural setting.
COLOR SYSTEM
The color palette is drawn from the surrounding environment of Puget Sound, inspired by the muted blues, greens, and soft neutrals found in the coastal landscape. The tones are intentionally restrained to mirror the calm, immersive experience of the aquarium and its connection to its natural setting.
PRIMARY COLORS
The neutral palette forms the foundation of the identity, supporting the majority of layouts and ensuring a mature, readable, and consistent visual tone.
PRIMARY COLORS
The neutral palette forms the foundation of the identity, supporting the majority of layouts and ensuring a mature, readable, and consistent visual tone.
F4F2EE
F4F2EE
2E2A25
2E2A25
121212
121212
ACCENT COLORS
The accent palette is used to create visual focus and highlight key elements of the brand, including core identifiers.
ACCENT COLORS
The accent palette is used to create visual focus and highlight key elements of the brand, including core identifiers.
273554
273554
4D5C8A
4D5C8A
9B6D8F
9B6D8F
3D6C6A
3D6C6A
89A7A3
89A7A3
E89B8D
E89B8D
IMAGE SYSTEM
IMAGE SYSTEM
SELECTION
Imagery focuses on close-up photography of native Puget Sound species, capturing texture and detail. Subjects are limited to marine and coastal life to maintain consistency and reinforce the aquarium’s environmental context.
SELECTION
Imagery focuses on close-up photography of native Puget Sound species, capturing texture and detail. Subjects are limited to marine and coastal life to maintain consistency and reinforce the aquarium’s environmental context.
SELECTION
Imagery focuses on close-up photography of native Puget Sound species, capturing texture and detail. Subjects are limited to marine and coastal life to maintain consistency and reinforce the aquarium’s environmental context.
TREATMENT
A color halftone effect is applied as a reference to Seattle’s print history, adding a subtle graphic layer. All images are then desaturated to reflect the region’s overcast climate and create a muted, cohesive visual tone that also is consistent with the brands color pallet.
TREATMENT
A color halftone effect is applied as a reference to Seattle’s print history, adding a subtle graphic layer. All images are then desaturated to reflect the region’s overcast climate and create a muted, cohesive visual tone that also is consistent with the brands color pallet.
TREATMENT
A color halftone effect is applied as a reference to Seattle’s print history, adding a subtle graphic layer. All images are then desaturated to reflect the region’s overcast climate and create a muted, cohesive visual tone that also is consistent with the brands color pallet.
