Logo of OpenCAE, featuring the text "OpenCAE" beside a circular graphic element on a dark background.

NASA Jet Propulsion Laboratory

2 years

OpenCAE Visual Identity System

NASA JPL's Computer Aided Engineering Organization

Role

Graphic Designer

#visual-identity

Logo of OpenCAE, featuring the text "OpenCAE" beside a circular graphic element on a dark background.

NASA Jet Propulsion Laboratory

2 years

OpenCAE Visual Identity System

NASA JPL's Computer Aided Engineering Organization

Role

Graphic Designer

#visual-identity

Logo of OpenCAE, featuring the text "OpenCAE" beside a circular graphic element on a dark background.

NASA Jet Propulsion Laboratory

2 years

OpenCAE Visual Identity System

NASA JPL's Computer Aided Engineering Organization

Role

Graphic Designer

#visual-identity

Overview

Overview

Overview

Problem

Many NASA Jet Propulsion Laboratory's engineers are unaware of the products and services that OpenCAE offers, leading to missed opportunities on better workflows and tools for project development.

Problem

Many NASA Jet Propulsion Laboratory's engineers are unaware of the products and services that OpenCAE offers, leading to missed opportunities on better workflows and tools for project development.

Problem

Many NASA Jet Propulsion Laboratory's engineers are unaware of the products and services that OpenCAE offers, leading to missed opportunities on better workflows and tools for project development.

Design Challenge

How might users easily identify OpenCAE's products and services amidst all other JPL resources available?

Design Challenge

How might users easily identify OpenCAE's products and services amidst all other JPL resources available?

Design Challenge

How might users easily identify OpenCAE's products and services amidst all other JPL resources available?

Goal

Create visual assets that can be used across various applications by CAE team members.

Goal

Create visual assets that can be used across various applications by CAE team members.

Goal

Create visual assets that can be used across various applications by CAE team members.

A laptop on a stand displaying a website with a teal header and navigation icons. Background is light gray.

Solution

Solution

Solution

Style Guide

The following style guide includes lockups, typography, color palette, and iconography. When creating these assets, I had to be mindful of scalability for future development and accessibility for designers and non-designers. My considerations focused on a user base that had minimal knowledge on visual design and a wide range of experience with Google Slides and Microsoft Powerpoint.

Style Guide

The following style guide includes lockups, typography, color palette, and iconography. When creating these assets, I had to be mindful of scalability for future development and accessibility for designers and non-designers. My considerations focused on a user base that had minimal knowledge on visual design and a wide range of experience with Google Slides and Microsoft Powerpoint.

Style Guide

The following style guide includes lockups, typography, color palette, and iconography. When creating these assets, I had to be mindful of scalability for future development and accessibility for designers and non-designers. My considerations focused on a user base that had minimal knowledge on visual design and a wide range of experience with Google Slides and Microsoft Powerpoint.

Screenshot of six digital artboards that contain graphic elements.
Screenshot of six digital artboards that contain graphic elements.
Screenshot of six digital artboards that contain graphic elements.

Lock Ups

When creating the lockups, I had to consider how it to fit the abstract mark and logotype together, while also ensuring that they are able to stand alone. An additional consideration was made when shortening OpenCAE to "CAE."

Lock Ups

When creating the lockups, I had to consider how it to fit the abstract mark and logotype together, while also ensuring that they are able to stand alone. An additional consideration was made when shortening OpenCAE to "CAE."

Lock Ups

When creating the lockups, I had to consider how it to fit the abstract mark and logotype together, while also ensuring that they are able to stand alone. An additional consideration was made when shortening OpenCAE to "CAE."

Logo of OpenCAE displayed in various formats.
Logo of OpenCAE displayed in various formats.
Logo of OpenCAE displayed in various formats.
Logo of OpenCAE displayed in various formats on a dark background.
Logo of OpenCAE displayed in various formats on a dark background.
Logo of OpenCAE displayed in various formats on a dark background.

Typography

Poppins and DM Sans were chosen as the primary fonts. The roundness of the fonts aimed to bring a welcoming feel to portray a holistic use of tools and services.

Century Gothic and Libre Franklin were alternative fonts chosen in the case that the user's operating system did not have the primary fonts.

Typography

Poppins and DM Sans were chosen as the primary fonts. The roundness of the fonts aimed to bring a welcoming feel to portray a holistic use of tools and services.

Century Gothic and Libre Franklin were alternative fonts chosen in the case that the user's operating system did not have the primary fonts.

Typography

Poppins and DM Sans were chosen as the primary fonts. The roundness of the fonts aimed to bring a welcoming feel to portray a holistic use of tools and services.

Century Gothic and Libre Franklin were alternative fonts chosen in the case that the user's operating system did not have the primary fonts.

Accessibility Check on Typography

I explored combinations of colors and typography within the palette to see which are most accessible to users.

Accessibility Check on Typography

I explored combinations of colors and typography within the palette to see which are most accessible to users.

Accessibility Check on Typography

I explored combinations of colors and typography within the palette to see which are most accessible to users.

Imagery

I sourced imagery found on Adobe Stock that supported OpenCAE's tone, and edited the colors to match the color palette. These images are primary used as cover pages for presentation decks or banners on their website.

Imagery

I sourced imagery found on Adobe Stock that supported OpenCAE's tone, and edited the colors to match the color palette. These images are primary used as cover pages for presentation decks or banners on their website.

Imagery

I sourced imagery found on Adobe Stock that supported OpenCAE's tone, and edited the colors to match the color palette. These images are primary used as cover pages for presentation decks or banners on their website.

Icon Library

The icons I chose to create were based off of what OpenCAE needed to commonly communicate. This focused on language surrounding engineering, security, connection, and collaboration.

Icon Library

The icons I chose to create were based off of what OpenCAE needed to commonly communicate. This focused on language surrounding engineering, security, connection, and collaboration.

Icon Library

The icons I chose to create were based off of what OpenCAE needed to commonly communicate. This focused on language surrounding engineering, security, connection, and collaboration.

An array of icons with four color variations.
An array of icons with four color variations.
An array of icons with four color variations.

Grid System

The icons I chose to create were based off of what OpenCAE needed to commonly communicate. This focused on language surrounding engineering, security, connection, and collaboration.

Grid System

The icons I chose to create were based off of what OpenCAE needed to commonly communicate. This focused on language surrounding engineering, security, connection, and collaboration.

Grid System

The icons I chose to create were based off of what OpenCAE needed to commonly communicate. This focused on language surrounding engineering, security, connection, and collaboration.

Grid system describing the sizing of icons.
Grid system describing the sizing of icons.
Grid system describing the sizing of icons.

Color Combinations

I explored combinations of colors within the palette to see which are most accessible to users.

Color Combinations

I explored combinations of colors within the palette to see which are most accessible to users.

Color Combinations

I explored combinations of colors within the palette to see which are most accessible to users.

Color combinations
Color combinations
Color combinations

Implementation

Portal

The OpenCAE website is where users may learn more about the tools and services that are offered.

Portal

The OpenCAE website is where users may learn more about the tools and services that are offered.

Portal

The OpenCAE website is where users may learn more about the tools and services that are offered.

High fidelity mockup of a website interface with annotations that describe visual styling.
High fidelity mockup of a website interface with annotations that describe visual styling.
High fidelity mockup of a website interface with annotations that describe visual styling.

Wiki

The teal applied to the internal wiki helps orient users in knowing that they are within OpenCAE's platform. This visual styling is separate from the rest of JPL's internal wiki, where red is used for the top navigation.

Wiki

The teal applied to the internal wiki helps orient users in knowing that they are within OpenCAE's platform. This visual styling is separate from the rest of JPL's internal wiki, where red is used for the top navigation.

Wiki

The teal applied to the internal wiki helps orient users in knowing that they are within OpenCAE's platform. This visual styling is separate from the rest of JPL's internal wiki, where red is used for the top navigation.

Presentations

OpenCAE team members have access to a presentation template readily available to them when communicating operations.

Presentations

OpenCAE team members have access to a presentation template readily available to them when communicating operations.

Presentations

OpenCAE team members have access to a presentation template readily available to them when communicating operations.

Screenshot of a presentation template with title cover options presented on the left and the working area on the right.
Screenshot of a presentation template with title cover options presented on the left and the working area on the right.
Screenshot of a presentation template with title cover options presented on the left and the working area on the right.

Design Process

01 Team Collaboration

I facilitated a team workshop to capture guiding principles that would inform the stying. We landed on: trustworthy, holistic, and humanistic.

01 Team Collaboration

I facilitated a team workshop to capture guiding principles that would inform the stying. We landed on: trustworthy, holistic, and humanistic.

01 Team Collaboration

I facilitated a team workshop to capture guiding principles that would inform the stying. We landed on: trustworthy, holistic, and humanistic.

Screenshot of black and white notes.
Screenshot of black and white notes.
Screenshot of black and white notes.

02 Moodboard

I then selected abstract and concrete images that resemble the chosen guide words. The client wanted a form that resembled a dragon fractal

02 Moodboard

I then selected abstract and concrete images that resemble the chosen guide words. The client wanted a form that resembled a dragon fractal

02 Moodboard

I then selected abstract and concrete images that resemble the chosen guide words. The client wanted a form that resembled a dragon fractal

Moodboard of images that indicate spirals and arms and hands interlocking each other.
Moodboard of images that indicate spirals and arms and hands interlocking each other.
Moodboard of images that indicate spirals and arms and hands interlocking each other.

03 Form Sketches

I wanted to explore forms that interlock each other to represent the four engineering disciplines that OpenCAE supports.

03 Form Sketches

I wanted to explore forms that interlock each other to represent the four engineering disciplines that OpenCAE supports.

03 Form Sketches

I wanted to explore forms that interlock each other to represent the four engineering disciplines that OpenCAE supports.

Image of a hand holding a piece of tissue paper shaped into a form of a spiral with sketches of circles in the backound.
Image of a hand holding a piece of tissue paper shaped into a form of a spiral with sketches of circles in the backound.
Image of a hand holding a piece of tissue paper shaped into a form of a spiral with sketches of circles in the backound.

04 Sketch to Vector

I then took my sketches and created different variations of vectors for the abstract mark. I wanted the mark to resemble the letter "O" and signify OpenCAE's holistic approach in serving their users.

04 Sketch to Vector

I then took my sketches and created different variations of vectors for the abstract mark. I wanted the mark to resemble the letter "O" and signify OpenCAE's holistic approach in serving their users.

04 Sketch to Vector

I then took my sketches and created different variations of vectors for the abstract mark. I wanted the mark to resemble the letter "O" and signify OpenCAE's holistic approach in serving their users.

Vector images of circles and spirals.
Vector images of circles and spirals.
Vector images of circles and spirals.

05 Typography Explorations

I focused my exploration on san serif fonts that express a more friendly tone. I played with bold letters and letter spacing to balance out the capitalized "CAE." After receiving client feedback, we proceeded with Urbanist as the logotype.

05 Typography Explorations

I focused my exploration on san serif fonts that express a more friendly tone. I played with bold letters and letter spacing to balance out the capitalized "CAE." After receiving client feedback, we proceeded with Urbanist as the logotype.

05 Typography Explorations

I focused my exploration on san serif fonts that express a more friendly tone. I played with bold letters and letter spacing to balance out the capitalized "CAE." After receiving client feedback, we proceeded with Urbanist as the logotype.

An array of different typographic options for logotype.
An array of different typographic options for logotype.
An array of different typographic options for logotype.

06 Lockup Explorations

I played with a combination of gradients and different abstract marks to see what fits well with the chosen logotype. The client and I also explored another option with serif fonts. We opted out from the redirection, and continued on with the san serif logotype.

06 Lockup Explorations

I played with a combination of gradients and different abstract marks to see what fits well with the chosen logotype. The client and I also explored another option with serif fonts. We opted out from the redirection, and continued on with the san serif logotype.

06 Lockup Explorations

I played with a combination of gradients and different abstract marks to see what fits well with the chosen logotype. The client and I also explored another option with serif fonts. We opted out from the redirection, and continued on with the san serif logotype.

An array of abstract shapes.
An array of abstract shapes.
An array of abstract shapes.
An array of four logo lockups that include an abstract mark and type.
An array of four logo lockups that include an abstract mark and type.
An array of four logo lockups that include an abstract mark and type.

07 Color Explorations

The client and I decided on using teal as our main color inspired by an existing internal tool's design system. We went with palette #107.

07 Color Explorations

The client and I decided on using teal as our main color inspired by an existing internal tool's design system. We went with palette #107.

07 Color Explorations

The client and I decided on using teal as our main color inspired by an existing internal tool's design system. We went with palette #107.

Six color palettes that include various shades of teals and oranges.
Six color palettes that include various shades of teals and oranges.
Six color palettes that include various shades of teals and oranges.

07 Extension

I was later called on to extend the identity system to internal tools developed by OpenCAE. This effort was focused on creating an abstract mark for Nexus.

07 Extension

I was later called on to extend the identity system to internal tools developed by OpenCAE. This effort was focused on creating an abstract mark for Nexus.

07 Extension

I was later called on to extend the identity system to internal tools developed by OpenCAE. This effort was focused on creating an abstract mark for Nexus.

Two lockups that include an abstract mark and typography.
Two lockups that include an abstract mark and typography.
Two lockups that include an abstract mark and typography.

Extended

Maintaining Visual Consistency

In applying OpenCAE's styling to their internal tools, my explorations focused on translating the concept of "interlocking elements" when creating the abstract mark. The following process demonstrates where I drew inspiration from and what I decided to visually keep. I co-designed with another designer to develop concepts, decide on form, and explore possible applications of the abstract mark across OpenCAE's platforms.

Maintaining Visual Consistency

In applying OpenCAE's styling to their internal tools, my explorations focused on translating the concept of "interlocking elements" when creating the abstract mark. The following process demonstrates where I drew inspiration from and what I decided to visually keep. I co-designed with another designer to develop concepts, decide on form, and explore possible applications of the abstract mark across OpenCAE's platforms.

Maintaining Visual Consistency

In applying OpenCAE's styling to their internal tools, my explorations focused on translating the concept of "interlocking elements" when creating the abstract mark. The following process demonstrates where I drew inspiration from and what I decided to visually keep. I co-designed with another designer to develop concepts, decide on form, and explore possible applications of the abstract mark across OpenCAE's platforms.

A screenshot of logo variations, color palette, and instructions.
A screenshot of logo variations, color palette, and instructions.
A screenshot of logo variations, color palette, and instructions.
A screenshot that displays a grid system and how logos fit into it.
A screenshot that displays a grid system and how logos fit into it.
A screenshot that displays a grid system and how logos fit into it.
A screenshot of images and sketches that communicate concept development.
A screenshot of images and sketches that communicate concept development.
A screenshot of images and sketches that communicate concept development.
A screenshot of vector drawings.
A screenshot of vector drawings.
A screenshot of vector drawings.
Grayscale logo with gridlines.
Grayscale logo with gridlines.
Grayscale logo with gridlines.
Light logo placed on dark background.
Light logo placed on dark background.
Light logo placed on dark background.

More Case Studies

Credit NASA Jet Propulsion Laboratory:   The current concept envisions delivering a Mars lander near Jezero Crater, where Perseverance (far left) is caching, or collecting, samples. A NASA-provided Sample Retrieval Lander (far right) would carry a NASA rocket (the Mars Ascent Vehicle), and a second lander, pictured in the background, would carry ESA’s Sample Fetch Rover (center), which is a little smaller than a golf cart.

For Mars Sample Return and Sample Return Lander

#service-design

Credit NASA Jet Propulsion Laboratory:   The current concept envisions delivering a Mars lander near Jezero Crater, where Perseverance (far left) is caching, or collecting, samples. A NASA-provided Sample Retrieval Lander (far right) would carry a NASA rocket (the Mars Ascent Vehicle), and a second lander, pictured in the background, would carry ESA’s Sample Fetch Rover (center), which is a little smaller than a golf cart.

For Mars Sample Return and Sample Return Lander

#service-design

Credit NASA Jet Propulsion Laboratory:   The current concept envisions delivering a Mars lander near Jezero Crater, where Perseverance (far left) is caching, or collecting, samples. A NASA-provided Sample Retrieval Lander (far right) would carry a NASA rocket (the Mars Ascent Vehicle), and a second lander, pictured in the background, would carry ESA’s Sample Fetch Rover (center), which is a little smaller than a golf cart.

For Mars Sample Return and Sample Return Lander

#service-design

A laptop on a desk displays a presentation, with a notebook and pen nearby.

3 Case Study Series

#accessibility

A laptop on a desk displays a presentation, with a notebook and pen nearby.

3 Case Study Series

#accessibility

A laptop on a desk displays a presentation, with a notebook and pen nearby.

3 Case Study Series

#accessibility

© Updated 2025

© Updated 2025

© Updated 2025