Shedd Aquarium Logo PNG
The Shedd Aquarium logo reminds visitors that this is not merely a place for recreation but also a serious scientific institution committed to preserving unique wildlife. Even regular entertainment here turns into educational shows that introduce visitors to the mysteries of the underwater world.
Shedd Aquarium: Brand overview
Long before Shedd Aquarium’s official debut in 1930, there was a history of the aquarium. President of Marshall Field & Company and accomplished businessman John G. Shedd developed the concept to build a sizable public aquarium in Chicago. Shedd hoped to give the city a cultural landmark as a hub for entertainment and education.
John G. Shedd’s $2 million donation in 1924 to help build the aquarium was the biggest in Chicago history. Regretfully, Shedd died in 1926 before he could see his ambition come true. But Mary R. Shedd, his widow, supported the project, contributing an additional $1 million to the original gift.
On a piece of property donated by the city of Chicago near the shores of Lake Michigan, construction on the aquarium got underway in 1927. The architectural firm Graham, Anderson, Probst & White, responsible for many of Chicago’s most recognizable structures, designed the project. Rich architectural elements and marble columns were used to embellish the Beaux-Arts-style aquarium building.
The Shedd Aquarium first opened to the public on May 23, 1930. With more than 5 million gallons of water, it was the largest indoor aquarium in the world when it opened. The aquarium is one of the most visited attractions in Chicago, drawing in over 2 million visitors in its first year of operation.
One of its distinctive attractions was its collection of freshwater fish from Midwest rivers and the Great Lakes. Stressing the institution’s link to the surrounding ecosystem, this was the first permanent exhibit of its kind in a public aquarium.
The aquarium kept adding to its collection during the 1930s. 1933, the institution got its first beluga whale, which soon became one of the most well-liked displays. At this time, the aquarium started providing educational activities for kids, which became a significant aspect of its goal.
The institution made some major acquisitions during the 1940s and 1950s. The aquarium got its first sea turtle in 1951 and penguin in 1947. These creatures developed into the aquarium’s emblems, drawing in even more guests.
The aquarium started actively participating in research projects in the 1960s. The institution rose to prominence in captive marine animal reproduction, aiding in preserving endangered species.
When the Caribbean Reef exhibit debuted in 1971, the aquarium reached a significant turning point in its history. One of the first circular aquariums in the world, it lets guests view the aquatic life from every angle.
The institution continued to grow in the 1980s. In 1987, the aquarium introduced a marine mammal conservation program, increasing its contribution to animal conservation.
With the installation of the Oceanarium, a huge addition that doubled the aquarium’s capacity, 1991 was a momentous year. With a focus on the marine animals of the Pacific Northwest, this new exhibit featured a theater where visitors could watch dolphin and beluga whale performances.
The institution kept updating its displays during the 2000s. The “Wild Reef” exhibit, which recreates the environment of the coral reefs in the Philippines, opened in 2003. With the use of contemporary techniques for preserving the aquatic environment, this exhibit rose to become one of the most technologically sophisticated in the entire globe.
Extensive renovations to the ancient aquarium structure were completed in 2009. The $100 million upgrade involved adding more energy-efficient technologies, upgrading exhibits, and modernizing life support systems.
In the 2010s, the institution increased its involvement in environmental preservation. The aquarium started several new conservation and research initiatives, such as initiatives to protect the Great Lakes and investigate how climate change affects marine ecosystems.
“Jellies,” a brand-new unique exhibit devoted to jellyfish, debuted in 2011. This presentation taught visitors the variety of jellyfish species and their importance in marine environments. The exhibit featured educational events and interactive features designed to increase public understanding of the significance of ocean conservation.
The aquarium started a significant roof renovation project in 2013. The 2014 project’s objectives were to raise the building’s energy efficiency and make the aquarium’s occupants and guests more comfortable.
The “Underwater Beauty” program, which highlights the variety of marine life, was introduced in 2015. This display highlighted the value of protecting ocean biodiversity by showcasing rare and vibrant kinds of fish, corals, and other marine life.
The institution commemorated a momentous occasion in 2016: the birth of a beluga whale calf. This birth was a significant milestone in the aquarium’s breeding and conservation program for belugas, yielding useful information for studies and conservation endeavors.
The aquarium’s refurbished “Caribbean Reef” exhibit reopened in 2018. As part of the renovation, the aquarium’s life support system was updated, and new interactive features were developed to help guests learn more about coral reef ecosystems.
“Learning Labs,” a brand-new educational initiative, was introduced in 2019. This program will provide students with more hands-on learning opportunities in marine biology and environmental protection at the aquarium.
The institution started a coral reef conservation initiative in the Bahamas in 2020. This collaboration with regional organizations aimed to study and restore coral reefs impacted by climate change and other human influences.
The aquarium declared in 2021 that “Centennial Commitment,” a significant redevelopment project, would begin. Thanks to this $500 million project, the aquarium will be updated in time for its 100th anniversary in 2030. Plans call for expanding educational initiatives, renovating animal care facilities, and modernizing exhibitions.
The institution started a new initiative in 2022 to protect native fish species in the Great Lakes. The project aims to save aquatic habitats through study, rare species breeding, and collaboration with nearby communities.
The renovated “Oceans” exhibit opened in 2023. It allows visitors to learn about the richness of marine life, from tropical reefs to frigid locations.
The institution opened a new facility for the rescue and treatment of marine mammals in 2024 to expand its marine animal rehabilitation program.
The aquarium developed and updated its exhibits and programming while maintaining its commitment to scientific research, public education, and the preservation of marine ecosystems.
Meaning and History
What is the Shedd Aquarium?
It is a famous public aquarium located in Chicago, Illinois. It is one of the largest indoor aquariums in the world, with a diverse collection of marine life, including fish, mammals, birds, amphibians, and invertebrates. The aquarium features exhibits showcasing different aquatic environments, such as the Amazon River, the Caribbean Reef, and the Great Lakes. Highlights include beluga whales, dolphins, sea otters, and various species of sharks. It is dedicated to conservation, education, and research, offering numerous educational programs, interactive exhibits, and outreach initiatives to understand and protect aquatic ecosystems.
Old
The old Shedd Aquarium logo contains the main information about the institution, including its mission, values, name, and motto. However, part of the information is coded, encouraging people to decipher the emblem’s meaning. An abstract pictogram resembling a large turquoise circle with a shaped cutout is one such mystery. Everyone sees what they wish in this design.
- The image resembles a stylized wave, symbolizing water and continuous movement. Its stillness immerses one in an atmosphere of calm, and the perfectly rounded shape creates a sense of fluidity. The wave also evokes boundless and unexplored ocean depths, reflecting Shedd Aquarium’s goal of introducing visitors to the secrets of the underwater world.
- The design resembles the silhouette of a whale gracefully leaping out of the water. If you look closely at the curve of the stripe, you can see its head, body, and tail fin. In many world cultures, whales are symbols of wisdom and strength. In Shedd Aquarium’s identity, one of the ocean’s largest inhabitants represents the power of wild nature.
- Another image is hidden in the logo’s negative space—an octopus. Its flexible tentacle seems ready to grab something. The octopus can mimic crabs, jellyfish, snakes, and fish, so its presence in the emblem hints at the richness of underwater fauna. The fact that a wave surrounds the tentacle is also symbolic: the artists showed the inseparable connection between the water environment and its inhabitants.
The abstract image is painted in a deep turquoise color, associated with tranquility, coolness, freshness, purity, and calm. The chosen shade perfectly suits the aquarium theme, as turquoise is the color of the marine environment.
In addition to the intriguing design, the logo contains a two-level inscription presenting the brand name (“Shedd”) and its status (“The World’s Aquarium”). The first line is much larger despite containing only one word. It is rendered in a refined serif font with slight diagonal slants. The serifs give the logo a retro aesthetic, hinting at the institution’s long history. The spacing between the letters is very tight, making them seem to flow smoothly into one another. This interesting effect creates a sense of continuous movement, especially when combined with the elegant curves.
The lower line appears even more dynamic because of the italicized font. The thin, small letters merge into a rapid flow, ready to sweep up anyone who wishes to explore the underwater world more closely. The rich dark blue color also evokes water and visually echoes the turquoise shade in the upper part of the logo.
New
When Shedd Aquarium updated its logo, it chose not to change the shape of the round symbol but only slightly reduced its size to make the text dominant. The dark turquoise color became lighter, with a pronounced blue tint that gives the image a sense of lightness. This lightness is not about air flight but smooth gliding through the water, as the emblem is associated solely with the ocean’s vastness. Its meaning is as deep as the boundless underwater world:
- The round shape of the sign creates a sense of cyclicality and continuity, characteristic of closed biosystems;
- The curved wave embodies the power of nature, as it resembles a strong ocean current;
- The abstract silhouette of a whale highlights one of Shedd Aquarium’s main goals – to preserve and restore endangered species populations;
- The stylized tentacle of an octopus creates an atmosphere of intrigue and mystery, attracting attention to the mysterious inhabitants of the underwater world.
Below the graphic symbol is the word “Shedd,” which is not only the name of the institution but also the surname of its founder. It represents a long-standing legacy tied to scientific research and educational shows, with the main goal of protecting animals from extinction. The institution’s name carries its history, so the designers enlarged this part of the text.
The bottom line contains a single word, “AQUARIUM.” Here, capital letters with sharp corners and uniformly thick lines dominate. This bold style and wide letter spacing make the text highly visible even when reduced in size.
The word “Shedd” uses a similar sans-serif font, but almost all the glyphs are lowercase with rounded ends. Their visual softness echoes the smooth wave at the top. This shape is associated with the safe environment the institution creates for many species of animals. Judging by the rich blue color of the text, this is primarily an aquatic environment, although Shedd Aquarium is also home to some species of birds, monitor lizards, and reptiles. In their case, the blue color symbolizes calmness and protection.
