Our New Visual Identity

Introduced Fall 2012

This Fall, Birch Aquarium at Scripps celebrates its 20th anniversary along Expedition Way, a significant milestone that inspired us to look to the future. We are happy to introduce a new visual identity that better reflects our expanded reach over the last two decades and solidifies our connection to Scripps Institution of Oceanography at UC San Diego.

Kelp Inspired

Birch Aquarium at Scripps has always been more than just an aquarium; after all, we're the public center for a world-renowned oceanographic institution. It's difficult to represent our values and visions with a single marine species. We worked with San Diego-based branding pros Fuelhaus to help us define a look and feel that better reflects who we are today.

• NAME: You'll notice that "aquarium" is in a larger type. With so many organizations and buildings in San Diego sharing the prestigious "Birch" or "Scripps" names, we needed to provide a clearer understanding of what we offer.

• COLOR: We chose bright, active colors that signify an engaging, youthful spirit and reflect the beautiful colors found in our oceans.

• KELP ICON: The kelp forest is a rare and important local ecosystem. It's a hallmark of Scripps Institution of Oceanography research, and our 70,000 gallon kelp forest tank is a centerpiece of our visitor experience.

• GLOBE SHAPE: This conveys the global nature of Scripps Oceanography research today and relates to the institution's visual identity. 

Identity Roll-Out

As a self-sufficient, non-profit aquarium, it is impossible for us to make the switch all at once. A few key collateral pieces have been redesigned and we're working on a major website redesign. In the next few months, you'll see our onsite signage change, along with our staff and volunteer uniforms.

What About the Scythe Butterflyfish?

The scythe butterflyfish, represented on our heritage logo, will remain part of the family. You’ll see it incorporated into publications and Gift Shop keepsakes for many years to come. This fish, discovered by Scripps scientists in 1954, will always represent Scripps’ legacy of exploration and the aquarium’s connection to that critical work.