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Planetarium — Brand Identity
Planetarium is located in the heart of Copenhagen and first opened its doors in 1989. When we first meet Planetarium’s, business was challenged in several ways. But with a new CEO in place and a bold vision for the future, a turnaround was in the horizon. A new brand strategy and brand identity, reflecting the new Planetarium, was needed. In close collaboration with the new leadership team Studio C developed a new brand strategy build around a clear purpose, changed the name from Tycho Brahe Planetarium to Planetarium, and developed an entirely new brand identity. Based on the purpose to “Raise awareness about our existence on Earth and in space” we designed a dynamic brand identity inspired by the “overview effect” - the cognitive shift in awareness astronauts experience when viewing the Earth from outer space. We designed a trademark symbolising a planet to evoke the feeling of being weightless in space and allowed the trademark to move around freely. The trademark is ever changing in colors, sizes and positions. Together with the logotype, an infinite color palette, images ranging from big bang in space to basketball on the Earth, there are almost endless options for how to apply the new brand identity across touch points.
→ Creative Circle Winner, 2020