The National Aquarium, located on Baltimore’s Inner Harbor, is a nonprofit public aquarium known for its extensive exhibits and conservation work. Its visual identity was created by the renowned design firm Chermayeff & Geismar (now Chermayeff & Geismar & Haviv), which lists the National Aquarium in Baltimore among its logo and identity system projects.[1]
Design and History
The firm’s relationship with the aquarium, originally named the Baltimore Aquarium, spanned more than two decades. The initial assignment was to design a graphic identity for the new institution, including its logo, exhibition graphics and interior murals.[2] The goal was to create a distinctive and memorable identity expressing the interconnection between marine life and the environment.[2]
The original trademark was created in 1979 by Chermayeff and Geismar.[3] In 2017, the logo underwent minor changes to its color and typeface.[3] The updated color palette incorporated more blue-greens compared to the older palette, which used brighter blues.[3]
Meaning and Symbolism
The symbol suggests an interconnected topographic form created by combining fish and wave graphics.[2] This imagery was intended to express the relationship between marine life and its environment, a central theme of the aquarium’s mission.[2]
Typography and Design
The original 1979 trademark utilized the Gotham typeface.[3] During the 2017 refresh, the typeface was updated to Mrs Eaves.[3]
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