The last time you kicked back on a white sand beach, or savored a piece of grilled sea bass on orzo, did you thank the ocean? Better yet, have you ever thought about who looks out for this massive natural resource that covers 71% of our planet’s surface? As powerful as it is, the ocean can’t speak up for itself. Fortunately, there are a few people who work for the health of our incredible seas. (Just for the record, mermen are real. Most of them live in Florida.)
There are three main players in this game: 1) government, 2) the community (fishermen, scuba divers, and people who own homes on the coast), and 3) science (more specifically, academia). The California Ocean Science Trust plays outside the bounds, connecting all these folks: They provide timely, useful, and reliable science that helps people make informed decisions about the ocean’s future.
It’s a highly specialized and important role, because groups often attempt to skew research in favor of their own agenda. Ocean Science Trust restores trust in the scientific process—ensuring integrity, accuracy, and impartiality. Unfortunately, their former brand identity didn’t exactly scream these qualities.
So we got to work, starting with the logo. What Ocean Science Trust does is pretty complex, so our main goal was to simplify. We used three rings to represent government, science, and community, making them organic and fluid to reflect the ocean’s movement. The typography, inspired by old school science textbooks, conveys an air of established authority.
Next, we tackled the website. Simplicity and serenity was our aim here as well. Shades of deep blue and soft coral evoke the sea, warm sunsets, and colorful marine life. We also revised the key messaging, infusing it with a crisp, inviting, and energetic voice. Bonus points if you noticed the header at the top of the page noting the current date and time. Since data is at the core of Ocean Science Trust’s work, we programmed the homepage image to change with the time of day: at morning, daytime, and nighttime. Watch the demo below, or visit the site yourself.
By clarifying Ocean Science Trust’s story, and making it much more enjoyable to look at, hopefully we’ve enticed more people to think about who’s working for the ocean—and whether enough is being done to protect its health. Next time you’re skinny dipping in the Pacific at midnight, think about your friends at Mortar. Or maybe don’t, cause that sounds a little creepy.