Custom fonts for The Monterey Bay Aquarium

The Monterey Bay Aquarium’s brand refresh by Pentagram highlights the powerful role of typography in conveying the organisation’s mission.

Pentagram partner Abbott Miller and his team explored how type could reflect the Aquarium’s dedication to ocean conservation and education, aiming for a visual identity that speaks to the dynamic nature of marine life.

At the core of this identity is the logo, a modern take on the kelp frond symbol associated with the aquarium. This sleek, abstract form is simplified to flow like the water, mirroring the ocean’s organic shapes. To support this, Pentagram asked Typotheque to create a custom version of Nocturno, to integrate it better with the organic nature of the original logo. Nikola Djurek has created optical variations of the kelp symbol, and drawn alternative characters of Nocturno for better integration in the refreshed branding.

Pentagram’s thoughtful approach underscores how typography can carry complex themes, such as ecological conservation, into the realm of visual identity, making the Aquarium’s brand as engaging as its mission.

For a detailed look, visit Pentagram’s Monterey Bay Aquarium story and the Monterey Bay Aquarium website