SKAO

Brand Architecture Digital Branding Visual Identity

The largest radio telescope on the planet

As a result of the initiative of a group of aerospace engineers of different nationalities, the decision was made to carry out a project to create the largest Radio Telescope ever built. A large and important scientific project such as this one needed to create a visual identity for the Telescope being developed, which had been given the name Square Kilometre Array Observatory (SKAO).

In addition, it was necessary to build a brand architecture capable of housing and hierarchising the different sub-brands which, given the diversity of subsidiaries, sub-projects and countries involved, had to depend on the mother brand, SKAO.

 

Inspired by space, constellations and mystery

Summa’s Corporate Visual Identity team began to work on the development of the brand image for SKAO, working hand in hand with the promoters of the scientific project to understand very well the peculiarities of this innovative radio telescope, the functions and impact expected from it and to be able to adequately express graphically the essence of this innovative radio telescope.

The result was a corporate identity whose elements are inspired by space, the constellations that the radio telescope is capable of observing, and the magnitude, mystery and depth of the universe itself. All this taking into account a key factor, to find an identity that transmits strength, excitement, that impacts and refers to the universe and has an adventurous mood without falling into an excessively serious and technical brand incapable of conveying emotional connotations.

Inspired by the constellation Pleiades, also known as "The Seven Sisters"

To coexist with the logo and build the visual system of the brand, elements and patterns are created combining more rational elements – with very straight and vectorial shapes, inspired by the most rational and scientific elements and symbols related to astral science – with more curved, emotional elements, which are also provided with chromatic strength to obtain a versatile graphic expression, capable of compensating the most rational and emotional part of the project it represents. Tools are also used to allow a much more serious and measured staging in those pieces and communications that are necessary, as well as elements capable of speaking from a much more emotional and communicative point of view for those occasions when the brand needs it.