The government is developing a new consumer time travel program to be called TARA.
The Time and Relativity Association
Three core groups would frequent their doors—bringing with them centuries of curiosities.
First and foremost, TARA needs to speak to a civilian audience. Focusing on these helped develop the voice and identity of a massive brand as prestigious as it is popular.
One of the earliest stories to reference time travel is about Urashima Taro, a fisherman who visits a city under the sea for three days—only to emerge 300 years into the future.
Fascinated by the story, I drew inspiration from Japanese design and their minimalistic approach to life.
In the initial explorations, I pushed the legibility of each letter—simplifying and stretching each form.
However, these began to feel too thin and too delicate for a brand that deals with something as bold as traveling through time.
The final logo comes in two forms—a bold stamp form and simplified wordmark.
Time travel is considered in all areas of design—inside and out.
From interior lighting to long hallways, the space alludes to timelines and location.