PENTAGRAM MAKES A SPLASH WITH A FRESH REBRAND FOR THE MONTEREY BAY AQUARIUM
Pentagram rebranded Monterey Bay Aquarium for its 40th anniversary. The rebranding effort created a cohesive new identity that honors the institution's past and looks to the future with an updated kelp symbol, typographic harmony, and a broader ocean-inspired color palette. It streamlined the iconic kelp symbol for scalability, incorporated typography that echoes the kelp's dynamics, and expanded beyond traditional blue to include a range of oceanic colors.