When ArtCenter College of Design student Qin “Yuqin” Ni visited an aquarium, electronic rock music played in her head as she observed the otherworldly creatures swimming behind glass. This surreal experience inspired her project, “Pacific Aquarium,” a branding concept that breaks from traditional, playful, family-oriented aquarium design. Through a custom modular typeface inspired by tank windows and a carefully crafted gradient palette spanning from surface blues to deep-sea tones, Yuqin created a visual system that frames marine life’s natural poetry—earning her a Gold in the 2024 New Talent Awards.
By: Qin “Yuqin” Ni, Former Student & Junior Designer, AV Squad
Introduction
This is a personal, hypothetical branding project for an aquarium called “Pacific Aquarium,” envisioned to represent my ideal concept of aquarium branding. My inspiration came from visiting an aquarium, where I was captivated by its beauty and poetic atmosphere. The otherworldly colors and shapes of the creatures in this mysterious underwater world, often hidden from daily life, felt surreal. As I wandered through the space, electronic rock music played in my mind somehow, making the experience magical and sparking my creative vision.
Typically, aquarium branding leans toward playful, family-friendly designs aimed at children. However, in my opinion, aquariums naturally attract their audience without needing overtly family-oriented identities. I wanted to challenge this norm and create a branding concept that is cool, elegant, and visually stunning—an identity that resonates with everyone. This project allowed me to explore a fresh and sophisticated approach to aquarium branding.
In this project, I aimed to capture the dreamy, poetic, musical, and elegant atmosphere of the aquarium and the ocean. To me, this iconic institution is more than just a place for education or entertainment—the aquarium is a window to the underwater garden, unlimited imagination, and a song of the ocean.
A Window
The concept of a “window” became a central theme in this branding and was expressed in various ways. The modular typeface I designed draws inspiration from the shapes of aquarium tanks, transforming typography into a window that frames and highlights the wonders of the ocean. This typeface often serves as a container for images or videos, seamlessly integrating them into the design.
Additionally, parentheses in the text system offer a playful reinterpretation of the window concept within typography. They create an open and inviting design language, evoking the feeling of peering into a new world. By placing parentheses around a keyword or a focal subject within an image, I introduced a typographic version of the “window,” reinforcing the connection to the aquarium’s essence.
The Depth
“Depth” is another key concept I wanted to explore in this project, highlighting the ocean’s unique characteristics. The color palette was carefully designed to reflect the layers of the sea, featuring a beautiful vertical gradient that symbolizes water depth. From the bright blues of the sunlit surface to the mysterious dark tones of the ocean floor, this palette serves as a visual representation of the aquarium’s role in uncovering the hidden beauty and wonders of marine life.
Creating the right color palette took me great thought and effort. I feel a beautiful blue is a must for an aquarium branding project, as it conveys the identity of the ocean. However, finding a shade of blue that felt fresh and sophisticated, avoiding clichés or an overly familiar look, was a challenge. The gradient played a vital role in achieving this balance, adding depth and visual interest. To further enhance the surreal and magical quality of the branding, I included a delicate pink, symbolizing the vibrant diversity of life in the ocean. This choice celebrates the colorful world beneath the waves, moving beyond the water to reflect the richness of marine life.
I chose an elegant, condensed serif typeface to complement the bold, geometric modular typeface I designed. This pairing helps balance the modern and structured nature of the modular typeface while adding a sense of delicacy and verticality to the brand’s overall aesthetic.
Conclusion
This branding project was about more than designing a new visual identity—it was about capturing the beauty and magic of the aquarium experience. Every element, from the modular typeface to the gradient color palette and the “window” concept, works together to create a sense of wonder and serenity.
With Pacific Aquarium, I wanted to show the elegance and peacefulness of the underwater world, helping people see the poetry in marine life and appreciate the ocean’s beauty in a fresh way.
Qin “Yuqin” Ni is a graphic designer passionate about crafting meaningful and visually compelling stories. Based in Los Angeles, she brings a unique perspective to her work, blending creativity, strategy, and cultural awareness. Qin holds a master’s degree in graphic design from ArtCenter College of Design.
She thrives on exploring new ideas, pushing creative boundaries, and collaborating across disciplines. Qin loves diving into different media and industries, constantly seeking fresh challenges and opportunities to expand her creative horizons. Her projects span entertainment, branding, and social impact, reflecting her belief in the power of design to inspire and connect. She is also deeply committed to promoting diversity and inclusion in the creative industry, believing that representation fuels innovation.
