Los Alamos National Laboratory (LANL) is a United States Department of Energy national laboratory in New Mexico, established in 1943 to conduct scientific research for the Manhattan Project. The laboratory’s visual identity has undergone two significant phases: a logo made official in 2001 and a comprehensive rebrand launched in 2021 under the banner “One Lab, one voice.”
Design and History
The 2001 logo was made official by LANL Director John Browne. It was designed by Jim Cruz, a graphic designer employed by LANL, after a competition among a team of LANL designers. Cruz’s design was presented and unanimously chosen as the winner. [1]
In March 2021, LANL launched its first total rebrand, which included a new logo, website, signage, and more. [2] The rebrand was led by Mike Nudelman, who served as Creative Director for the project. According to Nudelman, in its 80-year history LANL never had a brand, only a logo, and the lab had hundreds of logos, each uniquely identifying siloed organizations. After eight months of research and iteration, the “One Lab, One Voice” proposal was approved as-is by lab leadership and the Department of Energy. [3]
The official brand guidance describes the atom as synonymous with Los Alamos National Laboratory, noting that the momentum and geometry of the symbol represent the Lab’s forward-looking vision and global influence. [4] The brand principles page on LANL’s design system site states that “One Lab, one voice” embodies the commitment to unifying all aspects of the brand, signifying the harmonious integration of visual communications. [5]
Meaning and Symbolism
The atom logomark is the central symbol of the LANL brand and can be used alone or in concert with the logotype. [4] The style of the brand icons echoes the dynamic orbits of the atom logomark and represents the Lab’s commitment to a transparent and open culture. [6]
Typography and Design
The primary color of the LANL brand is ultramarine. [6] An ultramarine gradient can be used sparingly to add depth to designs. [7] The official brand guidance contains complete instructions on the proper use of the Lab’s logo, typography, color palette, and visuals. [4]
The rebrand also introduced standardized communications templates and libraries that guarantee accessibility, inclusivity, and ADA compliance, reflecting a more confident and contemporary culture. [3]
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