An academic conceptual project meant to create an identity for the continent of Antarctica.
The logo is made based on the unexpected discovery of microorganisms in the continent. It is both a diatom cell dividing and an X (“X marks the spot”), all in order to represent the main meaning of the continent- research and discovery.
The colors are based on the strong vibrant colors that are used to color the cells while looking at them through the microscope. They are also meant to be seen and become a contrast to the white dominant color of the continent.

The project included the development of a logo, a signage system for the roads in Antarctica, a map for easier way-finding, a researcher’s kit: sleeping pills, goggles, warm clothing, promotional posters, stationary, airplanes and buses identity and also a brand book for it all.

The pattern for the stationary is using the logo in one color, representing the icy surface of the continent and its general shape.
The logo is also a dynamic one allowing the government of Antarctica to replace the two shapes in different ways in order to create a separation between the different departments.

The posters are a series of three with three different audiences and claims: Fun:sun, Re:search, Hi:story. Each are meant to represent Antarctica to the outside world and invite either researchers, tourists or people who are just interested in the history of the earth and adventures. They all include the same overlapping technique of the logo but superimposed on top of different microscopical images of diatoms in water.

Made In collaboration with Nadeen Mashini.