Product	Visitor Attraction + Conservation Organization
Project	Logomark + Brand Identity
Scope	Logomark, Identity System, 50th Anniversary Logomark, Street Banners, Main Entrance Signage, Brochure System, Stationery, Merchandise, Uniforms, Standards Manual.

With its 50th anniversary in view, the Vancouver Aquarium paused to consider its logo, which for more than 35 years featured a killer whale - a distinctive symbol for the Aquarium as one of the first institutions to have ever displayed them. While the Aquarium remains at the forefront of wild killer whale research and conservation today, they felt the killer whale as a symbol no longer represented the experience of visiting the Aquarium, nor of the broad scope of the Aquarium's programs.

The Vancouver Aquarium's fundamental purpose as an organization is aquatic conservation. They envision a future in which people and aquatic ecosystems live in balance, contributing to the health and well-being of each other. The Vancouver Aquarium wanted their new logo to be distinctive, contemporary, and appropriate to the spirit of their organization which offers an unforgettable aquatic experience for visitors, while being a leader in education, conservation and marine science. They also wanted the logo to symbolize their commitment to all marine life (not just one or two species), and reflect their values of balance, sustainability, and conservation.

There was also a need for an overall visual identity system - a distinctive and appropriate look that could be applied in almost every area of Aquarium operations.

Inspired by the shape and spirit of earlier logos, the new icon celebrates the Aquarium's history and commitment to the conservation of aquatic life in its many forms. The main logomark image is that of a dynamic, leaping fish, and is made up of three smaller shapes, representing aquatic fauna (seastar), flora (kelp) and the world of water (wave). The identity system grows out of this sense of discovery, wonder and the beauty of the aquatic environment. From new brochures, to business cards, a refreshed website to new stationery, the Aquarium's new identity translates to all branded items and communications. Vivid photography of key flora and fauna provide beautiful backdrops to the brochures, main entrance signage, and additional collateral to roll-out across the Vancouver Aquarium experience.