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NGS REBRAND
CHALLENGE & SOLUTION
The challenge of this project was to honor the legacy of the National Geographic Society while updating its identity for a modern audience. This required striking a balance between preserving the brand’s historical significance and evolving it into a forward-thinking entity.
Achieving this involved extensive research into its storied past, identifying its core values, and translating those into a renewed mission and visual identity. Developing Key personas and guiding keywords align the brand’s renewed vision with its audience. This rebranding process led to the creation of a new logo and a cohesive visual system, documented across three foundational books: the Visual Strategy Guide, the Visual Development Guide, and the Visual Standards Guide. The reintroduction of the brand was supported by The Future of Exploration website, showcasing NGS’s refreshed identity and expanded offerings.
The objective of this project was to revive a dead or defunct brand through a comprehensive rebranding process. The goal was to evolve the brand by refreshing its strategy, visual system, and scope of products and services to meet future demands.
