Brand identity for a new space observatory in the city of Sendai, Japan.

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The target audience for the observatory was families, so the brand was based around the idea of ‘bringing the cosmos down to Earth’.

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A bank of image pairs (space and the everyday) were developed to visually explain the cosmos to visitors in an easily understandable way.

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These pairs were combined with a bilingual typographic ‘arrow’ which acted as the observatory’s logo.