Rose Center for Earth and Space

by Ziqiang Xu

This is a self-initiated rebrand project for Rose Center for Earth and Space.

The Rose Center for Earth and Space is a part of the American Museum of Natural History in New York City, focusing on the nature of galaxies, and the dynamic feature of planet Earth. Its subject matter and architecture structure stand out from the rest part of AMNH. In addition to that, astronomy has always been one of my interest. So I believe it would be fun to create an exclusive identity system just for them.

Starting from a circle, as the main symbol of Rose Center, I developed six other symbols based on the circular form, also inspired by common astronomical subjects. They could work as a system and alternate each other in applications like posters and tickets.

I designed one major symbol and wordmark and six minor symbols to create a dynamic branding system for Rose Center. This branding project also includes supporting applications, including stationaries, museum tickets, posters, and ads.


Gold in Entertainment 2022, Freelancer

Created by:


Ziqiang Xu

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