When a Design Student Rebrands SpaceX

The following spotlight of HOW International Design Awards winner Yuma Naito will also appear in the Spring 2017 issue of HOW. The Awards recognizes excellence on a global scale—and every year we honor entries from all over the world right in the pages of HOW magazine. We invite you to subscribe today so that you can go behind the scenes with even more top winners as soon as the printed issues lands in your mailbox in March.


SpaceX, an American aerospace manufacturer that builds and launches advanced rockets and spacecraft, aims to make it possible for people to live on other planets. For an Art Center College of Design class project, Yuma Naito was instructed to rebrand SpaceX. “My goal for this project was to design a new identity system that tells stories, and create strong emotional connections with people,” Naito says.

The new identity is called “X-Planet System.” The primary mark shows connectivity, strength and exploration. The stripes represent Earth’s seven continents. The secondary marks have their own meanings and work as product logos and graphic elements. The brand manual consists of four chapters that represent layers of air around Earth.

graphic design student Yuma Naito rebrand of SpaceX
Title SpaceX Rebranding | Student Yuma Naitoa, www.behance.net/ynaito | Instructors Gerardo Herrera, Ryan D’Orazi | School ArtCenter College of Design, Pasadena, CA; www.artcenter.edu

graphic design student Yuma Naito rebrand of SpaceX

“The rich burgundy was such a sophisticated and modern choice for this branding,” says judge Mona Patel. “The fonts are on point, and the textures and reflective materials are completely in line with the mission (pun intended).”

Naito says the biggest challenge was finding the right voice and ways to show the stories behind the brand in a unique way. “But I was lucky enough to have an amazing professor, Gerardo Herrera, and awesome classmates helping me improve this project,” he says, adding that he’s received positive feedback on and reactions to the experiences that people can have with the brand manual book and the interactive screen.

“My favorite thing about this project is that I had a chance to work with different kinds of mediums and materials to create one strong visual language for SpaceX,” Naito adds. “It was such a great opportunity for me to think about how to communicate the idea as a whole.”

graphic design student Yuma Naito rebrand of SpaceX

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