This is the brand identity of The Whale, a knowledge and experience center opening in Andenes, northern Norway. Scheduled to open in 2027, this space centers on the experience of humans meeting whales. By combining science, storytelling, art, sound, and architecture, it treats whales not merely as objects to be observed, but as beings to be understood and felt. The architecture was designed by Dorte Mandrupp.
The core concept of the identity is 'encounter.' It began with the moment a whale surfaces. The boundaries between the sea and the air, the visible and the invisible, and the real and the imagination become the center of the brand language. Rather than directly depicting the whale, the tension and scale of the moment of its appearance were visually translated.
The graphics are designed based on restrained composition and fluid transitions. Ample whitespace and a deep atmosphere are created within the frame, and images and typography are arranged with a quiet rhythm. This conveys the sense of distance, awe, and immersion felt when facing a colossal creature.
A key aspect of this project is that it addresses both educational and emotional experiences. The Whale is a space that conveys information about whales, while simultaneously posing a question about the relationship humans should have with nature. The brand identity also performs both the function of explaining knowledge and the function of evoking the senses.
