Pacific Aquarium Unveils Dynamic New Visual Identity

Rebranding project by Mikayla Gao champions ocean conservation and accessibility

As Southern California’s largest aquarium, the Pacific Aquarium stands as a gateway to the vibrant ecosystems of the Pacific Ocean. The new identity, designed by Mikayla Gao, serves as a “window” into the marine world, inviting visitors to explore and connect with ocean life. This rebranding effort reflects the aquarium’s commitment to accessibility, education, and environmental stewardship, positioning it as a leader in both design innovation and public engagement.

The rebranding simplifies the institution’s name to “The Pacific Aquarium” and introduces a custom modular font inspired by the fluidity of the ocean. Generative design techniques were employed to create symbols that highlight the urgency of ocean conservation. These elements are applied consistently across physical and digital platforms, from exhibit signage to mobile websites, ensuring a cohesive and memorable experience for all visitors.

One of the standout features of the new identity is its adaptability. The design system’s fluid shapes and custom typography evoke the dynamic nature of the ocean, while the generative card tool allows members to personalize their membership cards. This approach not only enhances visual recognition but also fosters a deeper connection between the aquarium and its community, encouraging ongoing engagement with educational and conservation initiatives.

Research played a vital role in shaping the rebranding strategy. By analyzing branding from other aquariums and conservation organizations, and reviewing user feedback, the design team ensured the new identity would resonate with diverse audiences. The result is an inclusive, accessible visual language that bridges the gap between design, education, and environmental awareness.

Despite the challenges of balancing modern aesthetics with the aquarium’s core values, the project succeeded in delivering a unified identity that works seamlessly across media. The Pacific Aquarium’s rebranding has garnered industry recognition, earning an Iron A’ Design Award for its innovative and practical approach to visual communication.

The Pacific Aquarium’s revitalized identity not only enhances its public image but also strengthens its mission to inspire ocean conservation. By embracing adaptable design and prioritizing accessibility, the institution sets a new standard for how cultural organizations can engage and educate their audiences in a rapidly changing world.