Griffith Observatory

2020

Creating memories with art and science at one of LA’s most beloved institutions

Griffith Observatory

Griffith Observatory is one of Los Angeles’ most beloved institutions operating with the mission to transform lives through astronomy. The challenge in crafting a new brand for the observatory was to honor its cultural legacy while looking to the future of astronomy exploration—blending art with science. Using the original Art Deco architecture as a North Star, I developed a system of graphic symbols to represent how the observatory helps visitors observe, experience, and learn about space.

Special thanks to Erin Male, for the Gift Shop Illustration Series
Griffith Observatory's original ironwork doors which feature seven different astronomical instruments.
I translated these symbols into contemporary marks that are used throughout the brand.
These symbols are used individually as a graphic language, or together as a unique brand pattern.
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Griffith Observatory
Image of a Griffith Observatory poster in an airport. The symbols show outer space imagery and the text reads "Explore Taurus"
Image of three Griffith Observatory posters in a subway. The symbols show outer space imagery like stars and the galaxy.
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About the project

The original Art Deco ironwork on the doors of the observatory served as inspiration for the symbols I created to represent the brand identity. The seven symbols are representative of key astronomy tools and instruments. The system of symbols reveals photos of space to the viewer, positioning the observatory as a gateway to astronomy.

Creating a way for the audience to interact with the observatory off-site was vital to this project. It was designed during the Covid-19 pandemic when many cultural institutions were struggling to adapt to changing restrictions. Griffith Observatory’s new website is complete with an interactive space exploration experience.

Griffith Observatory stationery with a letterhead, envelope, and business card.
A Griffith Observatory tote bag with a pattern made up of four of the new brand symbols.
Image of a Griffith Observatory poster in an airport. The symbols show outer space imagery and the text reads "Explore Taurus"
The solution

The core challenge of this project was to position Griffith Observatory as both a cultural institution and a scientific experience. Through contemporary symbols and awe-inspiring imagery, this new brand identity can support a variety of museum programming.

The Griffith Observer magazine cover with a brand symbol revealing imagery of outer space.
The Griffith Observer magazine interior spread showing an article about astronomy.
Griffith Observatory
Griffith Observatory

To create Griffith’s gift shop merchandise, I collaborated with local artist, Erin Male who created beautiful, hand drawn illustrations that capture the experience of being at the observatory.

Griffith Observatory
Griffith Observatory
Griffith Observatory
Results

Recognizing that visiting the observatory is both a regular Saturday activity for Angelenos and a once-in-a-lifetime experience for tourists, I designed the brand identity for the Griffith to inspire reflection and create memories.

Image of a branded Griffith Observatory wristband with the new brand symbols and text that reads "Observe, Experience, Learn"
Image of the sun shining on the Observatory front doors.
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