Laughton Creatves crafted this branding and identity design is for STARS Laboratory. The Space & Terrestrial Autonomous Robotic Systems Laboratory is a research lab at the University of Toronto Institute for Aerospace Studies. The lab focuses on developing mobile aerial, ground, underwater, and (potentially) space robots, for a variety of applications.

This logo is a Wordmark, which is a style of logo design that uses type only. We used the acronym STARS as it’s less of a mouthful. We used the horizontal line throughout the acronym to act as a horizon. The horizontal line also splits the Wordmark depicting the sky, space and terrestrial applications/focus. Instead of placing the focus on the S we chose to focus on the centred character, letter A, by injecting a Star but connecting it to the horizon. The focus on the Star, re-enforces the acronym and pulls in the user and then points up to the stars, symbolizing possibilities.

As with all our Branding & Identity Design, we make sure the logo works in black and white, one colour and of course in full colour.