A brand, in its simplest form, is a promise. It’s a promise from an organization to its audience about what they can expect. A brand identity communicates those same values to the public.
In all things, Peaceful Science aspires to receive questions with courage, curiosity, and empathy. We want to make space for differences with humility, tolerance, and patience. We want to engage questions with honesty and rigor. In putting these virtues into practice, we want explore the grand question: what does it mean to be human? Together, we are approaching this question from several angles, including ancestry, artificial intelligence, and art.
One challenge is that the mission and vision of Peaceful Science is open ended. We are oriented around common virtues and a grand question, but we approach it from different directions. Our brand identity needs to be equally open ended and flexible, but also consistent across several different content areas. How could this tension be constancy and diversity be navigated by a logo?
To solve this problem, we decided to use a typographic logo, with only our name. This typographic logo is meant to be composed with images corresponding to different content areas, but also conveying our mission and identity.
We choose the typeface Alverata, a font designed in 2014 by Dutch typographer Gerard Unger. He wanted to create a typeface, with all the functionality of modern type design, that referenced styles from the Romanesque period in Europe.