SGAC Kicks Off the New Year with a New Brand

9 January, 2012

The Space Generation Advisory Council is excited to announce the introduction of a new logo and refreshed brand.  As a major project for 2011, SGAC embarked on a journey to update its branding to well-defined, modern style which was consistent with the organisation’s history and ambitions. This work included an update of SGAC’s logo as well as the production of new templates for newsletters, reports, presentations and brochures.  To see SGAC's new brochure please click here.  Karen Lau, a professional designer with a long association with SGAC, was contracted to undertake the work – you can view Karen’s portfolio here: www.karen-o-lau.com.  For her inspiration statement see below.

Extensive consultation on the design effort was undertaken, including feedback from the Advisory Board, founding members of SGAC and current members at the Space Generation Congress 2011 in Cape Town. The designs were reviewed and endorsed by the Executive Committee in December 2011 and will be progressively introduced starting this month. This new baseline allows SGAC to continuously update and improve on its marketing and communications material from a strong, welldefinedand consistent foundation.

SGAC Chair, Michael Brett, commented, "SGAC is very excited about this this updated look.  We know that it will serve Space Generation well and represent the organisation with pride for many years to come."

The refashioned logo includes symbolic features from the old version, such as olive branches surrounding a globe, while incorporating new colour schemes and a fresh geometric design.

Designer's Inspiration Statement, By Karen Lau

SGAC holds s a dear place in my heart. It is where I met an amazingly passionate community with a unified vision for the future. SGAC delegates, in their everyday mission, strive to make this planet a better place, while advancing studies and policies to explore the universe. It was in working with SGAC that I first began to understand the significance of team and community to fulfilling dreams. Beginning at the 2003 World Space Congress in Houston, I co-led the outreach group in Vancouver, and remotely designed Space Generation Congress identities for Fukuoka and Valencia.

It has been a privilege to be part of this infectiously smart and driven community. I have made friends for life who have helped shape my character and nurture my own life’s goals. I call upon these people for advice, I work with them on a regular basis and I support their goals in any way I can. So, given the opportunity to take the brand of the organisation to the next level, I was scared, but also excited.

In the design exploration process, there were discussions about how far to take the logo. What are the key points that should be communicated? How do existing delegates or sponsors feel about the organisation? How has the organisation grown up and how should it be represented? A survey was sent out to get a glimpse of that perspective. Since most of the survey responses came from the organizational body, the strengths and weaknesses were viewed in general unison.

This logo takes elements from the previous SGAC logo, such as 1) the laurels, most commonly associated with the United Nations, representing peace and unity, 2) an abstract rendition of three people in space, now part of Earth, and 3) three stars to represent space itself. Keywords of “diversity, international, professional, youth, space exploration, passion” were kept in mind when designing this logo. In the 13 years since its inception, SGAC has steadily attracted young dedicated space professionals who are passionate about forwarding their generation into space. Strong, yet expression-filled lines make up the three figures of the mark. Their intertwining lines incorporate a sense of teamwork and cohesion which references professionalism and shared interest. Color is used to distinguish the shapes, while symmetry brings together their likenesses. Uniformly, the mark is balanced yet dynamic, like the varying minds and backgrounds within members of SGAC. The original elements are simplified but dynamic to show the seriousness and energy of the organisation. To be given a United Nations permanent observer status is a privilege, the laurels are there to represent its proud heritage and to communicate the organisation’s peaceful pursuits.

With a global community, SGAC is composed of people, interconnected, helping each other, providing a different perspective and expertise to the overall equation. Teamwork is crucial to interstellar travel, especially for a world-class organisation.

The darker, more saturated colors of blue and violet represent diversity, while maintaining a level of seriousness and sophistication. The punchier, light blue highlights in the logo idea of passion and vigor. When shown on a darker background, the mark can mimic colors often found in the night sky.

I hope this work expresses the organisation in the light it deserves.