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Monterey Bay Aquarium 2006 ReBrand 100 Winners > merit
Industry: Environmental - Below: Before Image, Rebrand Images, Summary, Credits


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Summary:

Challenge - The Monterey Bay Aquarium has taken an active roll in promoting ocean conservation and awareness on a global scale. The aquarium has established a new direction, focusing on sustainable issues through our exhibits, visitor experience, education and outreach programs. A shift in the visual brand was initiated to support these efforts and help advance our environmental initiatives to an ever expanding audience.

Strategy - Our goal was to redefine what an environmental brand could be. To break the stereotype. To inspire, rather than preach. Modern, engaging and relevant. We reached beyond our aquarium windows and positioned our brand as a vast, living, blue world that:
  • introduced imagery and messaging that inspires ownership
  • featured live animal photography
  • enhanced visual impact using full color
  • produced custom proprietary logotype
  • changed typefaces and color palette
  • converted to recycled paper for all print collateral

Result - The results, as noted in the Monterey Bay Aquarium 2004 Annual Report:
  • Monterey Bay Aquarium named #1 aquarium in United States, Zagat Survey, 2004
  • Monterey Bay Aquarium named #3 family attraction in United States, Zagat Survey, 2004
  • Total aquarium revenues increased from $38,550,000 in 2003 to $50,729,000 in 2004
  • General Admissions increased from 1,062,000 in 2003 to 1,157,000 in 200
  • 2004 Membership increase of 22%
  • AIGA Environmental Leadership Award

Credits:
Client: Monterey Bay Aquarium - www.mbayaq.org

Creative Firm: Monterey Bay Aquarium Design Department
Art Director: Jim Ales
Senior Designer: Mathew Squillante
Graphic Designer: Micah Kasman

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