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By emphasizing the benefits of NASA's research, we turned Space into Personal Space.

National Aeronautics and Space Administration (NASA)

nasa 50 1As NASA's 50th anniversary approached, everyone at the agency had an idea for a logo to commemorate the event. Each had a favorite mission, a beloved craft, or a special accomplishment they wanted memorialized.

Being a trusted contractor with deep roots in branding, Crabtree was asked by NASA to synthesize all of these competing passions and produce an inspiring logo.

Our design team felt the true spirit of NASA was not to be found basking in past glory, but in searching for the next discovery. With that as a guide, we positioned a distant galaxy behind an occluded zero (in 50), as if it were just emerging from an eclipse, representing all that we would discover in the future.

When unveiled internally, the logo won wide praise, but many felt they had not been given a chance to put forward their own designs. So a NASA-wide competition was held, inviting any employee or contractor to submit an entry. 120 designs were submitted, from every NASA location, including the Jet Propulsion Laboratory, Northrop Grumman, and Boeing.

After reviewing them all, the NASA Administrator selected our original logo. Since then, it's graced posters, mugs, and t-shirts, and flown aboard the Shuttle and the International Space Station.

 

The Future of Space Exploration from Crabtree Company on Vimeo.

"Unquestionably, we would not have been able to successfully conduct these events without your generous support. We value your role in the NASA family and look forward to future collaborations."

– Kristen J. Erickson
Strategic Communications and Integration
Planetary Science Division
Science Mission Directorate
NASA

NASA 50th Ceremony
Astronaut Leland Melvin, and Pharrell Williams present montage to Quincy Jones
KenBuzz JV
Former Redskins player Ken Harvey and Apollo Astronaut Buzz Aldrin before interactive exhibit
NASA Pins
Pins commemorating NASA's 50th Anniversary
NASA Coin
Commemorative coins, containing metal from the Space Shuttle, marking NASA’s 50th Anniversary
NASA Chicago
Branding for multi-city Future Forum public engagement tour
NASA Phone App
iPhone app with space-related news and information for every day throughout the year
Apollo 40
Logo marks the 40th Anniversary of NASA's Apollo Program
Nasa 1
Multiple stamp-like logos hail the 20th Anniversary of the Hubble Space Telescope
PridePackage WithSpacemap
Collateral, including map, emphasizing spin-off benefits of NASA research
Sally Ride 1
Front of What Do You Want to Be? poster with stories to encourage young girls to explore math and science
Sally Ride 2
Back of What Do You Want to Be? poster with stories to encourage young girls to explore math and science
LaRaza Poster 1
Front of Spanish-language poster showing career highlights of Latinas and Latinos working for NASA
LaRaza Poster 2
Back of Spanish-language poster showing career highlights of Latinas and Latinos working for NASA