Yuexin Huo


Design Brief
Design an identity for a campaign aimed at searching aliens through crowd-sourcing and community efforts. The campaign should inform and interest people about the idea of SETI (search for extraterrestrial intelligence) and draw people in for the program. Design a good visual system for the identity so that it can be applied in many different ways.

Crowd-Sourcing SETI Campaign
We have been searching for aliens for decades. Although people are always very passionate about aliens, it is a subject that doesn't get a lot of attention among others. Luckily, the advancement in technology allows everyone in the world to contribute. Various forms of crowd-sourcing SETI projects are present from time to time, but there is no organization that brings everything together.

This branding project aims at creating a big crowd-sourcing SETI campaign that would include various applications including crowd-sourcing projects, playing cards, promotional posters, gifts (bags, phone cases, ), magazines, stationery as well as engagements that bring people physically together.

NOT ALONE Identity
NOT ALONE is the name I gave to the campaign, meaning that we are not alone in the universe. It also hints that anyone is not alone in the process of searching for aliens, hence the crowd-sourcing effort.

The color palette resembles our perception of a dreamy universe. The form language of the identity is this dark blue-magenta color with white graphics and wide, extended types, showing a beautiful cosmic world full of possibilities.

[Based on real projects] One of the major crowd-sourcing projects that encourage people to contribute to searching aliens is the crowd-computing platform. People can choose to donate their idle computer power by going to the specified website and choose what projects they want to contribute to.

The UI of the web page would tell people the information of related science projects that they are computing with, their computing power, a graph related to the computing, and hardware managements. People would have full control over their computing plans and be visually convinced of their contributions.

Classifying Galaxy
[Based on real projects] Another major crowd-sourcing project that everyone can enter is galaxy classification. Classifying galaxy is one of the first steps in further science researches, but it is usually tedious and time-consuming to do. Good thing is that it does not require a lot of formal education to do the job, so leaving the task to the community would be a great idea which would both helps scientists and empowers the community.

Galaxy classification takes its form as Apps. People would be given a picture of a galaxy with a few (one to nine) questions and classifying it by clicking through them. The questions are easy to answer like asking people if the galaxy has apiral arms and how many of them are present.

Astro Festival: Engaging With People
Astro Festival is an engagement part of the NOT ALONE campaign, aiming at bringing people together physically and celebrate our scientific progress in astronomy. The festival would ideally take place in temporary tents on locations that allow easier astronomical observations. Events during the festival would include lectures, playing card games, socials, gift shopping, and observations through bad-ass telescopes.

Brand & Identity Design

The existing crowd-computing project, SETI@home, for contributing idle computing power.
The existing crowd-computing project, SETI@home, for contributing idle computing power.

NOT ALONE Campaign


Design Brief
Redesign the identity system for DeCordova Sculpture Park and Museum. Consider the new identity in a hollistic approach to form a system that can be applied in many ways.

The Original Brand
DeCordova Sculpture Park and Museum is a beautiful place with a park full of contemporary sculptures and a museum featuring art pieces and exhibitions. As a non-profit organization, it is devoted to provide opportunities for people to practice and learn about contemporary art.

The original identity system uses green as its color palette and pure types as its logo but it's not really strong and formally compelling.

The New Identity
Starting with many different sketches and trials and error, several different ideas are formed but one of them is chosen to be the basis of the new identity system. The form of the logo comes from the geometric abstraction of D and C in the word DeCordova, forming two half-circles for the opposing while exclusive juxtaposition of images and leaving an elegant white space resembling the sculptural nature of the organization.

The new color palettes can be potentially dynamic and can strongly revolve around the idea of seasons because gardens and the nature are very seasonal. Overall, blue and green are the focus of the color system, representing the sky and the grass respectively but four other color palettes are also created to represent the changing seasons. In detail, spring features paler greens and blues as the nature starts to be alive. The colors turn darker and more mature as things start to flourish in the summer. In the fall, yellow comes in as leaves start to fall and everything turns pale in winter as the snow start to take over. It is definitely a challenge to make the seasonal color palette work as they need to distinct enough from each other while still carrying the visual identity of the subject matter. Overall, no color palette should feel more vivid or paler than others, so balance is the key.

A Holistic System
The form of the logo can be easily adapted in many different applications. The two half-circles can easily be adapted to different elegant patterns and forms, and the color palette can shape their own characteristics. Whether business cards, post cards, posters, or ads, it is possible to make them minimal, maximal, or any degrees in between.

Brand & Identity Design

The original identity system: visual aesthetics and consistencies are less than ideal which don't leave a significant impression on people.
Views of the DeCordova Sculpture Park and Museum, featuring large areas of grasslands for sculpture pieces as well as a building for other art pieces.
Initial decomposition of the subject matter. These words and definitions would help the later exploration process.
Quick explorations of logotype forms using graphic and type languages related to the ideas of sculptures, gardens, museums, and outdoors V.S. indoors.
Detailed visual explorations of selected logoforms for potential applications.
Comparing two different iterations of the identity system with different logotypes and forms. One of them is chosen for further developments.

DeCordova Garden Museum

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