Clark Planetarium

Clark Planetarium has been a fixture of the Salt Lake community for over 50 years. Located in downtown Salt Lake City and serving the Intermountain West, the mission of the planetarium is to create enlightening experiences that inspire wonder in learning about space and science and to promote greater public awareness of the science in people's everyday lives.

What We Did

  • Branding
  • Interactive
  • Video


Recently, Clark Planetarium had the opportunity to redesign and rebuild of their exhibits to align with the hands-on, interactive approach of cutting-edge science centers across the country. In addition to a new exhibits space, the planetarium wanted to update its brand to reflect this new and exciting chapter in its history.



To better understand the current brand and opportunities to build messages around the new visions for the planetarium, we reviewed materials, conducted an internal focus group with board and staff members, and held interviews with community leaders. We followed these with two professionally-led focus groups to better understand the motivations of prospective parent visitors and existing planetarium members. From this research, our team developed a new brand platform for the planetarium.

Visual Identity, Brand Platform, & Creative Direction

Based around a brand essence of “Igniting Cosmic Discovery,” we developed a brand platform that included tone, brand promise, positioning points and messages. Visually, our team was tasked with refreshing, but not significantly altering the logo and clarifying its use with Salt Lake County. The two items our team focused on for the visual elements of the brand where conveying the beauty and wonder of space and the fun and interactive nature of science. Departing from people focused graphics, we believed that the awe of space could be conveyed through space photography itself. In addition to an updated color palette, our team also developed a custom visual language “The Rhythm of Space” that gives the planetarium the ability to utilize fun icons of planets, moons, and space objects to create a dynamic and customizable brand.

Why Do We Explore?

We developed video content in the form of a 0:30 commercial and edited the piece to be used in 0:15 and 0:07 spots. Our team worked from conception through filming and editing to highlight the planetarium’s new exhibits, which are the centerpiece of the project.


Our team worked with the planetarium to develop the design for a new website that reflects the updated brand and is user friendly. The website aims to organize information for prospective visitors to learn about Clark Planetarium’s exhibits, to find show times and special events, purchase tickets to shows, and much more. We are working with Salt Lake County’s development team to program the website, which is anticipated to launch this summer.

Exterior Signage

We worked with Clark Planetarium to redesign the exterior graphics of the center along the east and south side of their building. The graphics utilize the new brand elements and include information about the Planet Fun store.

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