Base is a rebrand of San Francisco's museum The Exploratorium. With a mission to change the way the world learns, we bring you a new Base to build upon. Base is also an acronym for Bridging Art and Science Education.
Base Sans was created and inspired by the likeness of DIN Next Rounded LT Pro. A stencil like approach was incorporated into the design to allow a dual system of usage. It may be used in its totality or in its deconstructed form, giving it an encrypted feel to it forcing its viewer to decode the message. The deconstructed portions may be used as a placeholder for other material to exist (refer to posters).
Promotional posters of the rebrand to be posted throughout all of San Francisco. All of Base's promotional posters are typography driven and strictly use Base Sans. When appropriate, the deconstructed portions of the typeface become a placeholder for other material to exist, in this case, reflective material was used to add an element of surprise (best seen in video below.) From a distance the poster appears to be shimmering at you and the closer you get you start to realize it holds a message .The messages found on the posters all incorporate the word Base in a clever way. This is a branding strategy to get the public familiarized with the new name and keep it in their subconscious.
Mentor: Brad Bartlett