Creative strategy + designing
In this second phase of collaboration, we reviewed the finalized brand attributes and personas to mockup and prototype the brand identity. This was a three-week process where we were given enough time to analyze, design, internally critique, and then prepare a presentation to stakeholders. Only a few restrictions were in place from a visual standpoint, as CSUN guidelines recommend the use of red and the font titled “ATC Overlook” to maintain consistency within the university visual communication and design guidelines.
We were encouraged to interpret concepts of space exploration, autonomy, sustainability, and zero waste.
After A/B testing between the team, faculty, and other stakeholders, the final logo was chosen based off the responses received:
It is a simple and straightforward design.
It maintains accessibility guidelines by being versatile.
It conceives the look and feel of a long-lasting brand.
It emulates concepts that were most representative of ARCS’ brand message.
The final logo focuses on the white spacecraft orbit featured on the NASA logo representing space travel and the path of a celestial object. By putting the orbit around the “C” it represents how this center will become the main sphere of influence for CSUN students with similar interests in STEAHM. The orbiting craft can also be interpreted as an arrow to represent zero waste, renewable energy, and sustainability.
Touchpoints + implementing
After the logo was chosen, the next step was to apply the brand to internal and external applications. We created a website landing page that describes who ARCS is and the three integrated research thrusts intended to launch new trajectories for IA systems: developing assured and trusted autonomy; human autonomy teamwork and explainable AI; and social barriers, acceptance, and impact. In addition, we created and designed PowerPoint templates and business cards, using the look and feel that coincide with the brand. These will be used by the ARCS CO-Investigators.
In late February of 2020, we worked on an event that allowed NASA/JPL collaborators and CSUN partners to celebrate the groundbreaking convergence research projects that the first cohort of ARCS’ Fellows are launching in partnership with senior scientists at the Jet Propulsion Laboratory and NASA Armstrong Flight Research Center. To promote that event, the ARCS’ brand was applied to design deliverables including email blasts, shirts, stickers, and program flyers.