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 setting. The work explores a cohesive, campaign-driven system rooted in place, drawing from the natural beauty of the Pacific Northwest 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 setting. The work explores a cohesive, campaign-driven system rooted in place, drawing from the natural beauty of the Pacific Northwest 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 setting. The work explores a cohesive, campaign-driven system rooted in place, drawing from the natural beauty of the Pacific Northwest 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 combines Optima’s organic, humanist structure for “Seattle” with Avenir Next’s clean sans serif form for “Aquarium,” creating a clear contrast between place and institution. A subtle Space Needle is integrated into one letterform, with a half circle representing a setting sun over water. This detail serves as a quiet geographic reference, grounding the identity in Seattle while maintaining a minimal system and avoiding a more overt, tourist-focused approach.
The wordmark combines Optima’s organic, humanist structure for “Seattle” with Avenir Next’s clean sans serif form for “Aquarium,” creating a clear contrast between place and institution. A subtle Space Needle is integrated into one letterform, with a half circle representing a setting sun over water. This detail serves as a quiet geographic reference, grounding the identity in Seattle while maintaining a minimal system and avoiding a more overt, tourist-focused approach.
PRIMARY LOGO
The primary wordmark presents the most direct version of the identity, prioritizing clarity and legibility across all applications. It establishes a consistent typographic structure that anchors the system and serves as the default expression of the brand.
PRIMARY LOGO
The primary wordmark presents the most direct version of the identity, prioritizing clarity and legibility across all applications. It establishes a consistent typographic structure that anchors the system and serves as the default expression of the brand.
TYPOGRAPHY
& COLOR
TYPOGRAPHY
& COLOR
TYPOGRAPHIC SYSTEM
The typographic system reflects both the history and contemporary tone of Seattle as a city, balancing its civic, industrial roots with a more modern institutional presence. It uses contrast in typographic voice to suggest the relationship between past and present, 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 as a city, balancing its civic, industrial roots with a more modern institutional presence. It uses contrast in typographic voice to suggest the relationship between past and present, combining expressive character with functional clarity to support the broader identity.
DISPLAY
The grotesk typeface was chosen for its structured, institutional character, reflecting Seattle’s civic and industrial tone. Its clarity and firmness make it effective for headings and hierarchy, reinforcing a sense of order and professionalism across larger applications.
The grotesk typeface was chosen for its structured, institutional character, reflecting Seattle’s civic and industrial tone. Its clarity and firmness make it effective for headings and hierarchy, reinforcing a sense of order and professionalism across larger applications.
The grotesk typeface was chosen for its structured, institutional character, reflecting Seattle’s civic and industrial tone. Its clarity and firmness make it effective for headings and hierarchy, reinforcing a sense of order and professionalism across larger applications.
Akzidenz-Grotesk Next
Akzidenz-Grotesk Next
BODY / SYSTEM TEXT
Avenir Next was selected for its neutral, humanist quality and high legibility in longer-form text. It softens the rigidity of the display type while maintaining consistency, providing a balanced and readable foundation for supporting content throughout the system.
Avenir Next was selected for its neutral, humanist quality and high legibility in longer-form text. It softens the rigidity of the display type while maintaining consistency, providing a balanced and readable foundation for supporting content throughout the system.
Avenir Next was selected for its neutral, humanist quality and high legibility in longer-form text. It softens the rigidity of the display type while maintaining consistency, providing a balanced and readable foundation for supporting content throughout the system.
Avenir Next
Avenir Next
COLOR SYSTEM
The color palette is drawn from the surrounding environment of Puget Sound, reflecting the muted blues, deep 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, reflecting the muted blues, deep 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 accent palette is used to create visual focus and highlight key elements of the brand, including core identifiers such as the logo.
PRIMARY COLORS
The accent palette is used to create visual focus and highlight key elements of the brand, including core identifiers such as the logo.
F4F2EE
F4F2EE
2E2A25
2E2A25
121212
121212
ACCENT COLORS
The neutral palette forms the foundation of the identity, supporting the majority of layouts and ensuring a mature, readable, and consistent visual tone.
ACCENT COLORS
The neutral palette forms the foundation of the identity, supporting the majority of layouts and ensuring a mature, readable, and consistent visual tone.
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, emphasizing texture, detail, and natural form. 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, emphasizing texture, detail, and natural form. 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, emphasizing texture, detail, and natural form. 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.
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.
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.
