SpaceX Rebranding

  • Project Brief:
    I was assigned to rebrand SpaceX for a class at ArtCenter College of Design. SpaceX is an American aerospace manufacturer and space transport services company that manufactures and launches advanced rockets and spacecraft. Their ultimate goal is to make people to live on other planets.

    The new identity system is called “X-Planet System”. It is a flexible identity system that has true value and stories behind the company in a unique way. The overlapping shapes of the main mark represents connectivity, reliability and strength, also the stripes show speed, direction, exploration, and 7 continents on the Earth. X-Planet creates exclusive and memorable experiences for people. With the new identity, SpaceX is ready to take human being to the world we've never seen.

    I've created this Identity so that SpaceX can have their original graphic language. The secondary marks have their own meanings and work as product logos, graphic icons such as an arrow, a heart, and a rocket. They are used for apps, interactive posters, installations and any other mediums launched by SpaceX. Also four-leaf clover has become a regular item on SpaceX’s flight ever since the company’s first successful rocket launch in 2008. So I have created X-clover for the Luck in order to enhance the company's culture and stories. SpaceX will open a new identity launch party at California Science Center in Los Angeles. The campaign posters and installations are sequential which people can interact and have new experiences with the X-Planet system.

    The brand manual is consist of 4 chapters, and has 86 pages. And this book will come with style guild posters. The chapters in the manual represent layers of air around the Earth(troposphere, stratosphere, mesosphere, thermosphere). And Fun Fact about Space sections encourage people to learn about space and help creating emotional connections with readers. 

    • HOW International Design Awards—Outstanding Achievement Winner
    • 2016 Adobe Design Achievement Awards: Designation—Commercial - Print / Graphic / Illustration 
    • ADC 96th Annual Awards—Gold Winner
    • How Magazine
    • Print Magazine