The Woods Hole Oceanographic Institution is the world’s leading, independent non-profit organization dedicated to ocean research, exploration, and education. They engaged Marquis to create a new logo and comprehensive brand identity for their Institution, located on Cape Cod in Massachusetts. This world-renowned organization needed to refresh and modernize their classic identity to increase awareness of their work and their impact on our planet, create a brand system that works across all departments in their 1,000+ employee institution, as well as attract a broader audience throughout the U.S. and beyond.
The new logo icon is symbolic in its design and incorporates both the old and the new. The outer shapes represent the three parts of their new tagline: Our Ocean, Our Planet, Our Future. The negative space inside the icon is in the shape of a sail, from their original research vessel, The Atlantic. The logo was created as a responsive logo system, allowing for flexibility in the mark throughout various applications, both digitally and in print.
Marquis also created the full brand identity for the Institution, beyond just the logo, including typeface system, extended color palette, photography style, iconography and infographics, as well as a suite of brand elements that can be used to design marketing and communications pieces now and in the future.
Comprehensive brand standards and a series of initial branded materials, were developed utilizing the new logo and brand identity, to guide their internal communications teams and the development of consistent branded materials over time.
Buy-in and adoption of the new brand across the organization has been well received, even among those who resisted the changes in the first place. Some feedback from the client includes: "Marquis’ work met the mark across the board. The visual rebrand project was well-received on social media and by internal stakeholders." "Our followers on social media think that the redesigned logo is fantastic, and while change is difficult, our staff also appreciate the fresh, new look. We’ve been around since 1930, so it was a difficult undertaking to update our visual brand and logo. They handled everything with grace and patience, as we have a lot of differing opinions and stakeholders. They did a great job!"
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