New York Aquarium Rebrand

The Rebrand

The aim of this rebrand is to clarify existing information around the park in order to promote spatial awareness and therefore accessibility. This includes changes to the graphic system by way of updated icons and the introduction of wayfinding markers. 


The shape of the primary typeface’s terminals were the inspiration for the isometric grid motif. That and the shape of the boardwalk arch were the ideas driving the logo progression on the left. 

Scale & Positioning

Much of what I wanted to address in my rebranding is accessiblity. This directory design not only adds a much needed piece of information and wayfinding to the main outdoor section of the park, but at its proposed height, would be easier to read for all guests.

In addition, I added clarified signage regarding accessibility.