I’ve had the privilege of collaborating with NASA on several projects, but this one stood out. The newly renamed NASA Spark team needed more than just a logo—they needed a fresh identity that truly reflected their innovative spirit.
Our exploration for the new logo began with basic discovery questions, leading us to use the iconic NASA meatball as our primary source of inspiration. The team wanted a logo that resembled NASA’s, yet stood apart with its own unique identity. It needed to be iconic and recognizable on its own while still pairing seamlessly with the NASA logo. We delved deep into the elements of the NASA logo, extracting and reimagining them. Ultimately, we focused on three key elements: the sphere, the orbit, and the vector. Below, you’ll see how these elements came together to form the final design:
The logo exploration initially took many different directions, but we ultimately focused on using the orbit and vector (arc) as the primary elements. We experimented with numerous iterations of color, type placement, treatment, and scale to ensure the logo would work well in various sizes. Our iterative process aimed to develop a versatile logo that could thrive across multiple form factors.
Once the logo was finalized, we explored its application in various real-world scenarios. Although the sphere is a significant element, in some cases, we extracted the name and vector (arc) for a better fit on different mediums. This versatility allowed the logo to seamlessly adapt to banners, pins, stickers, swag, email signatures, and even a stress pillow.
We collaborated with an animator to craft a concise movement that perfectly captured the brand’s essence within a brief timeframe. It’s easy to go overboard with animation, adding so much that it overwhelms the viewer. Version 3.2 is a prime example of this—technically sound, but it didn’t quite convey the right feeling. In contrast, the final version presents a refined animation that communicates clearly and effectively in less time.
version 3.2
Final Version
Developing a brand identity goes beyond designing a logo; it’s about safeguarding its integrity over the long term. Establishing clear guidelines for how a brand can and cannot be used is crucial. These brand guidelines act as the brand’s advocate in various contexts, ensuring consistency and cohesion. This becomes even more critical when developing a brand that operates within the framework of a larger entity, such as NASA.
