The Marine Biological Laboratory’s full logo, modern seal, and legacy seal.
A refreshed identity for the Marine Biological Laboratory in Woods Hole, MA
Grounded in the rich history and legacy of the MBL’s original seal, the modernized identity features a simplified seahorse with a modern twist.
The tail is comprised of a blade of sea grass and the bars emulate a DNA helix, referencing the MBL’s research in marine evolution and biodiversity. The head shape echoes the three points of the trident in the original seal.
The original seal remains a part of the refreshed MBL brand as a graphic element, providing texture and depth and connecting the new brand to the institution’s tradition. A modern seal was also created to incorporate the MBL name for use on merchandise and other materials.
The stone carving on the MBL campus that inspired the original branding, which incorporated the ornate seal.
A variety of seahorse and other abstract aquatic icons were explored.
Ultimately, the final identity was rolled out on digital platforms and merchandise and introduced widely to audiences via the annual Friday Evening Lectures series.
2021 Friday Evening Lectures direct mail interior
2021 Friday Evening Lectures direct mail interior
2021 Friday Evening Lectures slides
Agency: UChicago Creative