National Geographic:
Further
National Geographic from its inception in 1888 has been about exploring unknown places, constantly pushing the boundaries of what is known. Their mission statement is to use the power of science, exploration and storytelling to change the world, with a purpose to inspire, illuminate and teach. We worked with National Geographic to design a new brand system that helps elevate their values of exploration and discovery across television, print and digital.
We developed a simple and elegant visual language that allows the photographic image to take its rightful place at the center of everything. In digital and moving images, we added to the system, relying on two simple devices, pulled from scientific exploration: The Index and Mapping.
Mapping is the process of combining bits of known data in order to form a more complete picture. We borrowed from this language to emphasize the theme of exploration. It also gave us an inherent motion language, in which images can reveal themselves by softly tiling into place.
The Index is a continuum, it has no beginning and no end. By continually moving our camera forward in Z-space, we're exploring, pressing ahead, going deeper. This transition can be subtle or abrupt. Our “Index” slides us along on the X axis, and this is geared to our Z move.
Studio: Gretel
Collaborators: Greg Hahn, Ryan Moore, Dina Chang, Caleb Halter, Maggie Tsao, Amber Kusmenko, Daniel Clark, Lily Feng and Shane Dolly.
Brand Idents: Directed by Dvein and Produced by Garlic.