ATLAS

CLIENT

  • NIAR ATLAS

INDUSTRY

  • Aerospace Manufacturing

DELIVERABLES

  • Brand Identity
  • Logo Design
  • Brand Voice
  • Environmental Graphics
  • Photography

Pioneering Aerospace: Defining ATLAS’s Identity in Advanced Manufacturing

ATLAS, a division of Wichita State University’s NIAR, operates at the forefront of aerospace and robotics innovation. Despite its groundbreaking work, ATLAS struggled to clearly communicate its capabilities and establish a distinct identity within the broader NIAR ecosystem. Our task was to craft a brand story that simplifies their message while amplifying their impact.

CHALLENGE

ATLAS’s wide-ranging expertise—from prototype aircraft parts to lunar robotics—was difficult for outsiders to grasp, leading to confusion about its role and value. Without a distinct brand identity, it risked being overshadowed within the NIAR framework.

SOLUTION

We developed a unified brand identity with a strong tagline, voice, and visual system. By distilling ATLAS’s mission into a clear, compelling narrative—“We are aerospace pioneers”—we created a message that defines their expertise and sets them apart.

Logo

The ATLAS logo represents its mission to lead through innovation, featuring an aircraft soaring above Earth or the Moon, symbolizing progress and exploration. The aircraft also forms a star, reflecting ATLAS’s limitless aspirations. Additionally, the negative space between the sphere and the aircraft subtly reveals the letter “A,” reinforcing the brand’s identity.

ATLAS Name

ATLAS stands for Advanced Technologies Lab for Aerospace Systems, but its meaning goes beyond the acronym. Inspired by ancient mythology, where Atlas bore the weight of the heavens, ATLAS embraces a similar challenge—not as a burden, but as an opportunity. By advancing aerospace manufacturing, ATLAS pioneers the future, carrying the industry forward with strength and vision.

ATLAS is not only pioneering the future of aerospace through innovative robotics and creativity but also by equipping the next generation of engineers with hands-on experience, ensuring they are prepared to lead in the factory of the future.

Project Outcome

Forging the Future of Aerospace: A Clearer Identity for ATLAS

ATLAS now has a distinct and compelling identity that clearly communicates its role in aerospace innovation. With a unified tagline, brand story, and visual system, ATLAS effectively positions itself as a leader in advanced manufacturing, making its capabilities more accessible and memorable. The refined messaging ensures consistency across all touchpoints, reinforcing ATLAS’s reputation as an aerospace pioneer.

This branding effort has transformed how we communicate our capabilities, making it easier for organizations like the Department of Defense, NASA, and private companies to understand the groundbreaking work happening at ATLAS..

– Waruna Seneviratne, PhD , Director