The stakes are high for NASA’s Artemis mission. Starting next year, the agency will put the first woman and first person of color on a mission to orbit the moon. Next year, a NASA crew will actually land on the moon, exploring more of its surface than ever before—and working with other crews to establish a lunar presence that will provide insight into humanity’s search for Mars.
To date, representatives of external teams collaborating with NASA on the campaign have said they have not been permitted to discuss it. But with the mission set for 2025, you’ll soon be seeing a lot more of the work on TV, the official website, merchandise, social media, and, yes, space. And they’re now leaving some of the details torn out. There are lots of gradients. Brilliant custom typeface. A photographic system that locates man in the return of mankind to outer space.
This is how it all happened.
SHOOT FOR THE MOON
In the summer of 2020, Artemis’ communications team began a branding project. Design studio Super Unity (which will continue to combine with the Bridge Design to form Design Bridge and Partners in 2023) was invited to join this effort shortly thereafter. According to Design Bridge and Partners senior strategist Lily Thaler, NASA tasked Superunion with a variety of outcomes, from helping define the mission for an external audience to creating the visual assets that would bring it to life.
“They needed a full-service brand to tell the Artemis story,” Thaler said.
One important element that Artemis already has: the logo, which was developed in-house by NASA. The design is full of meaning—which reflects well on his subsequent work. That letter A represents the arrows from the project’s quiver, and the blue Earth represents the bow; That A ultimately pointing past the moon to highlight the project’s role in space; a trajectory pattern that creates a crossbar A red for Mars.
(Art: Courtesy NASA)
On a broad scale, Thaler said that working on a project and with a client as deep in history and legacy as NASA can sometimes be an obstacle, but here it was an advantage. The team was able to look at how stories surrounding space missions were told in the past, and how those stories were received. They can then use that information to shape the branding of future missions that are fateful for those who lived through the Apollo era, And those born after him. And, ultimately, it’s easy to aim high if your client is NASA.
“When we take a purposeful approach to a brand, we usually frame it as a big, lofty, extraordinary ambition that they should always strive for . . . and they may not be able to achieve it,” Thaler said. “If the brand you’re working with is NASA, the rules are a little different because of the magnitude of their capabilities.”
OUT OF WORMS AND MEATBALLS
NASA recognized the critical nature of the design.
“NASA has two of the most recognizable brands on and off the planet, and we take that responsibility seriously,” NASA creative director David Rager detailed in an email exchange, referring to the “Worm” and “Meatball” logos that are present on the planet. -where.
This is especially true when an organization is working on a “flagship” status mission like Artemis.
“Being a flagship mission enhances the branding and design support necessary to achieve our communications goals,” added NASA brand merchandise and clearance manager Aimee Crane. “Artemis is a high-visibility, internationally integrated mission that requires greater attention to detail and broader design thinking strategies applied to the design system as a whole.”
The core stage of NASA’s Artemis II rocket from the Space Launch System is transported to the Vehicle Assembly Building at the Kennedy Space Center in Florida in July 2024. (Photo: Chandan Khanna/AFP via Getty Images)
In Greek mythology, Artemis was Apollo’s twin sister and torch bearer. The team leveraged those ideas for the work, and ultimately created the “Torchbearer Design System.” It is intended to visually bring to life the idea of lighting the way forward for humanity in space.
Most striking is a custom typeface called Artemis Inter that pays homage to NASA’s historic use of Helvetica and the idea of illumination. Thaler says it represents exploration, always focused on the horizon. The angled cuts in the letterforms make them feel like the future—and there’s a lot more going on than first meets the eye.
“Perspectives and angles informed the conception, design and development of the Artemis visual identity system,” explains Crane. “The moon and its phases inspired the visual angles of the Artemis Inter custom typeface. The 60 degree angle comes from the ideal angle between two planetary bodies, creating optimal balance and harmony.”
The variations in warm and cool gradients that permeate the work reinforce the core design intent to “be used as a metaphor for lighting, representing exploration of the moon and beyond as well as the way Artemis discovers new discoveries and technologies. explain unknown things.”
There’s a definite sense that we’re ready to take on the future—and collectively, the gradient also offers practical benefits.
“I like (that) they can also represent the night sky down to the cool darkness at the edge of our atmosphere into the vast darkness of space and allow us to use certain ‘slices of the sky’ for certain communication channels,” Rager added. .
A SHOT AT THE FUTURE
Humanity was deliberately the focal point of this campaign—and thus photography played a major role in this system.
“This is about human progress, human success, human unity, both in space and on earth,” Thaler said. “So all photography centers human stories and human emotions in one way or another.”
Stop by Artemis location or that Page Artemis IIand there are obviously some incredible technological achievements on display—but the astronauts and others at NASA are also featured prominently.
Canadian Spage Agency astronaut Jeremy Hansen, left, will join NASA astronauts Victor Glover, Reid Wiseman and Christina Hammock Koch on the Artemis II mission around the moon. (Photo: James Blair/NASA)
“Our team often talks about cameras as an important part of NASA missions,” Crane said. “Our team uses imagery to bring everyone back to Earth on an adventure with NASA.”
Not so long ago, human space exploration felt like a remnant of the late 60s, or at least something far down the list of cultural and political priorities. But this piece gives it a new look: The design and branding are truly thoughtful, and make you optimistic about the future of the field, and perhaps humanity as well. And, that was the point all along.
*Rager notes that per federal guidelines, NASA’s participation in this article does not constitute an endorsement.
Nobody’s Laughing; It’s NASA’s Big Moon Mission!
Well folks, it appears that NASA is aiming high – literally! The Artemis mission is about to make history, and not just because it’s the first to send a woman and a person of color around the moon. As someone who once tried to fly a paper airplane off a balcony, I can assure you that space travel is a tad more intricate. In 2025, NASA plans to land a crew on the moon. You know, just a casual jaunt to our nearest neighbor in the cosmos, as if it were a weekend getaway to the beach. Besides, who wouldn’t want to explore a big, dusty rock that’s been getting more than its fair share of attention since, well, forever!
So, what’s the big deal? Well, for starters, NASA has been a bit tight-lipped about the details. But fear not! Soon enough, we’ll be bombarded with information on our screens, from flashy graphics on their website to advertisements you might not even want to see—not to mention space-themed merchandise that undoubtedly includes moon rocks that are probably just smooth pebbles with a good marketing team.
SHOOT FOR THE MOON
Now, let’s talk branding. In the summer of 2020, their communications team got the bright idea to jazz things up with a new logo, partnered with Superunion. Not just your regular logo, mind you. This baby signifies the entire mission. The “A” in Artemis is not just a letter; it’s a quiver filled with arrows that’s shooting towards Mars. Nothing says “I’m a serious space agency” like a logo that doubles as a geography lesson!
Please note, NASA’s logo isn’t the usual of “smiley face in space.” No, it’s thoughtfully crafted with a trajectory pattern resembling a path towards Mars. Perhaps they’re just trying to get a head start on their “next stop” social media campaign?
OUT OF WORMS AND MEATBALLS
Speaking of brands, NASA’s got two of the biggest brands on the planet (and off it): the infamous “Worm” and the “Meatball” logos. Yes, dear diary, space exploration is indeed a glamorous affair. NASA’s creative director, David Rager, points out that with a mission as flagship as Artemis, the attention to detail is critical— because if they mess up, people might think they’re serving out-of-date spaghetti instead of revolutionizing space travel!
The brand’s design elements are thoroughly researched from the ancient myths of Artemis, who was Apollo’s twin sister. It’s like they combined Greek myth with sci-fi aesthetics to create the “Torchbearer Design System.” This concept is supposed to visualize lighting the path forward. Because let’s be honest, without a glowing path, someone might accidentally start a serious debate on the best way to navigate space.
A SHOT AT THE FUTURE
Now, if you think this is all about technical specs, you’re mistaken. Humanity is at the heart of it all! Apparently, photography plays a massive role in the campaign because who wants to go to space if they can’t snap an Instagram selfie from a lunar crater, right? They’re not just shooting for the moon; they’re shooting for those likes!
With the likes of astronaut Jeremy Hansen and NASA’s finest ready to meander around the moon, the photos they’ll take will speak volumes about human achievement, unity, and likely come with a side of thrilling drama as they dodge potential meteorites.
Amidst the technical jargon and branding strategies, it seems clear that the folks at NASA intend to inspire a sense of optimism for human exploration – and who could argue with that? If nothing else, it’s a reminder that space isn’t just a vacuum of nothingness; it’s a realm of possibilities. And next time you doubt your ambitions, just remember: if NASA can market a moon mission, you can definitely promote your cat’s new Instagram account!
*Just a quick disclaimer: NASA’s involvement in this article does not mean they endorse it. Because, apparently, responsible space agencies can still have a sense of humor – who knew?
