Gemological Institute of America (GIA)
Brand Identity, Spatial Design
Type: Academic
Course: Type 5
The visual system repositions The Gemological Institute of America (GIA) as a bridge between science and culture. GIA advances the science and ethical understanding of gemstones. This project redefines GIA as both a lab and wonderous experience, where data, light, and materiality converge. The visual language balances analytical rigor with sensory beauty, positioning GIA as a platform for discovery and the future of gem knowledge.
Dynamic LogoA data-driven logotype that responds to real-time UV exposure, shifting in form and light to reveal a dynamic identity shaped by its environment. Built in p5.js, the logotype is driven by real-time UV data mapped to parameters like scale, distortion, and light intensity—allowing the form to shift and respond dynamically to its environment.
Color PaletteThe palette is driven by the concept of refraction, where light splits and shifts through a gemstone, creating a spectrum of color that reflects movement, clarity, and depth. This spectrum is translated into a dynamic brand gradient used throughout the system.
Custom TypefaceA custom typeface was developed to reflect gemology, pairing structured forms with subtle facets, and anchored by the tagline “The Science of Sparkle.”
Poster Series
A custom typeface was developed to reflect gemology, pairing structured forms with subtle facets, and anchored by the tagline “The Science of Sparkle.”
Wayfinding SystemThe wayfinding system uses light-based signage to help guide visitors through the space.
Spatial DesignAn immersive paint-by-numbers experience invites visitors to become a living system of shine where color, light, and interaction bring the work to life. Using a live webcam, Touch OSC, and p5.js, each interaction is captured and translated into a dynamic visual system—turning individual participation into a collective, ever-evolving expression of light.