Creating Space For Us
When thinking of the branding for Space For Us, I automatically knew the feel I wanted to go for. I wanted it to be nostalgic yet contemporary, simple yet colorful in an effort to gravitate toward all age demographics. Vintage contemporary is the phrase I eventually adapted to describe the vibe for Space For Us. If you know me, I love sci-fi, space operas, sci-fi vintage, and the desert. I also wanted the brand to be an extension of all the things I enjoy. Colors or themes that bring about fond memories. However, to incorporate it all I had NO clue what it looked like visually. I wanted to stay away from being too literal when branding for Space For Us and avoid it being like a traditional nonprofit brand. I battled with where to even begin with such branding. Should Space For Us have an icon logo or no icon and just text only? I was immediately overwhelmed and knew my next steps were to hire a contractor to bring a persona to Space For Us.
In comes Ethan freaking Schaffer. Branding genius and extraordinaire. I was a fan of Ethan’s work before hiring him and he was really excited to take on my branding project. He required me to fill out a discovery questionnaire, which helped A TON and was actually really fun for me to delve into and really think thoroughly about what Space For Us is and represents in the long term. Ethan was also interested in creating everlasting branding so I wouldn’t have to worry about changing branding every couple years.
So in the questionnaire, some terms I used to describe Space For Us were:
Astronomical, ethereal, clean/chic, quirky, bill-nye-ish, Saganism, monochromatic, sci-fi, relatable, unique, timeless, 50s-70s space age, vintage futurism, vintage contemporary, nostalgic, dreamlike, sophisticated.
The discovery questionnaire also prompted me to list brand references and inspiration. I submitted a TON of stuff to Ethan (I know he thought I was insane) but here are the top few that I submitted and where Ethan drew inspiration from with the color selection and ultimately the entire brand.
Gucci Fall Winter 2017 Campaign: Gucci and Beyond | Director's Cut
In the first video, Gucci's campaign is wonderfully weird and nostalgic. Two of my favorite worlds, sci-fi and fashion, collide in Gucci's A/W 17' film campaign. The film features a compilation of cult classics from the 60s and 70s. More Gucci inspiration derives from THIS fashion film, that features #Gucci’s pre-fall 17' collection which is a "Soul Scene" inspired by photographer and artist Malick Sidibé.
Given the brand has been criticized in the past for its lack of diversity- Gucci selected an all black cast for its fashion film and I really resonated with it. Pretty much all of the Gucci campaigns would be my inspo for Space For Us. I highly recommend watching all films. I love the aesthetics, nostalgia, and overall style. Love the vintage yet modern vibes. Big fan of the lighting as well.
One Voice In the Cosmic Fugue
Produced in the early 80s, COSMOS, A Personal Voyage reflects the scientific and cultural context of that time. The series is set against the backdrop of the vastness of space, with stunning visuals that include animations, historical reenactments, and real footage from space missions. The series has a profound and awe-inspiring feel, combining scientific exploration with philosophical reflections. Carl Sagan's poetic narration and his ability to convey complex scientific concepts in a relatable way contribute to a sense of wonder and intellectual curiosity.
The series is known for its emphasis on the unity of the cosmos and the interconnectedness of all living things, which is also what I wanted to convey through the branding of Space For Us. I love the simple yet dynamic feel of the series with its muted colors. I’m a huge Saganist so of course I had to look to this specific series for inspiration. I also included clips from Bill Nye the Science Guy series in my discovery questionnaire, being that I love the quirkiness and nostalgic feeling it gives me. This series takes me back to my middle school science class and how I would get really excited to take home science experiments to try.
Petra Collins Imagines a Hungarian Dream for Gucci Eyewear
I love Petra Collins' work. It feels like something otherworldly is happening in her visuals. Something dreamlike. The way she plays with lighting and colors reminds me of the series, Euphoria as well. I'm a big fan of the setting / color scheme, and cinematography of the show. Petra also has done a lot of work for Gucci, which makes a lot of sense as to why I gravitate toward her work.
Marfa, TX
When I close my eyes and think of my list of happy places, I think of the desert. I think of being in Marfa, TX. I think of my first time visiting there and how it made me feel safe in such a wonderfully strange place. Marfa is recognized as part of the Greater Big Bend International Dark Sky Reserve so the dark skies there are epic. If you were to head toward Fort Davis and drive 40 minutes outside of Marfa and up the Chinati mountains you’ll come across the famous McDonald Observatory. I’ve been to quite a few places around the world and this is one of my top favorites. The desert and astronomical observatories nothing beats it.
They say there are two places you should spend more often:
The place that heals you.
The place that inspires you.
Marfa is a place of healing and inspiration for me. There's something about the desert that tends to make you stand still and embrace spacetime and the natural world and its entirety. It makes you realize how little you need of the outside world to truly be happy. For Space For Us, the eclecticism of Marfa also inspired me. The rounded surfaces, openness, and natural colors of its landscape makes for an inviting experience. I attached images of EL Cosmico and The Sentinel. I love their bohemian and cozy feel. I love the neutral / natural colors with a pop of color at times.
Brand Inspiration
Colors:
All-in-all, our color pallet ended up being this:
Earth Green, Midnight Blue, Star Yellow, Purple, Lavender, Pale Pink, Red, Cadet Grey, Future Pink, Outer Space Black and Space White.
Cosmigraphics:
Lastly, Cosmigraphics, was ultimately the main source of inspiration Ethan drew from to create the Space For Us icon. Out of the historical works of art I sent him, he selected the following pieces.
Ethan especially loved these Paintings of Saturn by German astronomer artist Maria Clara Eimmart, a pioneering woman in science, from 1693-1698. Eimmart's depictions are based on a 1659 engraving by Dutch astronomer Christian Huygens, the first to confirm that Saturn's mysterious appendages, which had confounded astronomers since Galileo, were in fact 'a thin flat ring, nowhere touching.'
What makes Eimmart's painting unique is that it combines the observations of more than ten astronomers into a depiction of superior accuracy (Dipartimento di Fisica e Astronomia, Universita di Bologna).
Overall, the Space For Us icon subtly shows the Earth's rotation with the sun and moon as seen in early astronomical drawings from the book, Cosmigraphics. The icon is a nod to the early paintings and observations of Saturn and the view of the solar system.
The Icon:
The objects appear to increase in size, similar to a waxing moon. This increase in size, represents an expanding cosmic perspective as we look through telescopes and learn more about the universe. The shapes represent the first three programs of SFU soon to be launched and announced. The close proximity of the objects also symbolizes bringing the community together via Space For Us programming.
Well, I hope you all enjoyed learning a bit about the Space For Us branding journey.
Orbiting back soon!