Driven by the Promise of Great Ideas
The Alfred P. Sloan Foundation provides grants to support and propel exploration, discovery, and understanding in science, technology, economics, and the arts. In looking toward the future, Sloan sought a creative partner to build a vibrant new institutional identity and advance its stature as a leading funder of research. Transit Authority Figures and Mackey Strategies, our communications partner, were selected to hone the institution’s messaging, re-shape its visual identity, and bring new energy, clarity, and coherence to the foundation’s communications. TAF developed a fresh and refined identity with a creative and modern approach, as well as a nod to the history and life of the institution’s founder, Alfred P. Sloan.
Scope of Work
The animated video bumper (shown above) was created as a tool to introduce the identity anew. Working closely with Sloan, and in partnership with TodoTodo and Mark Farnum Music, the video came to life.
Maintaining the double bar of the longstanding Sloan S, the new mark is rendered geometrically for the modern era. The new mark evokes the electrons of a helium atom—a noble and therefore stable gas—and the cyclic attributes so prevalent in the natural world. It also alludes to roller bearings which were manufactured by the first company that Mr. Sloan led.
A business suite and communications collateral were implemented to create a cohesive look and feel for the foundation, internally and externally.
Committed to advancing their impact on human welfare, the Foundation has earned respect for its work through rigorous grantmaking, the high caliber of the researchers and institutions that it has bolstered, and the groundbreaking scientific ideas that it has helped to propel. Custom icon sets were created to represent the programs and research the foundation funds.
Inspired by Sloan’s research into the physical world, including The Sloan Digital Sky Survey which is mapping the Universe, we looked to the stars when crafting the institution’s color palette. Deep blue with gold accents creates the primary palette, while complementary colors influenced by the planet Jupiter bring fresh energy and possibility to the identity.
While the logo can be formal, it can also be modern and playful.