Overview

The goal of this MFA design project was to pick a defunct or dying company and do a complete rebrand while staying true to the original vision and soul of the company. I chose the National Geographic Society because of the prestige of the brand and to explore the possibilities that a rebranding would offer to a contemporary audience. 

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This rebranding effort is to remind people that National Geographic's faith “in the power of science, exploration and storytelling to change the world" is still relevant. I also wanted to call attention to their ongoing efforts to protect the environment and to work for the advancement of science and education. 

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With the new approach, the NGS will maintain their non-commercial brand position, which was an initial goal of the company; they will also continue the various explorations that have made them a leader in the field. 

This project included the creation of three books (the NGS visual strategy guide, the NGS visual development guide, and the NGS visual guidelines) and a website that presents future NGS projects as well as the new visual identity.