NIAR ATLAS
CLIENT
- NIAR ATLAS
INDUSTRY
- Aerospace Manufacturing
DELIVERABLES
- Brand Identity
- Logo Design
- Brand Voice
- Environmental Graphics
- Photography
ATLAS, a division of Wichita State University’s NIAR, stands at the forefront of aerospace and robotics innovation. Yet, despite its groundbreaking work, ATLAS struggled to clearly communicate its capabilities and carve out a distinct identity within the broader NIAR ecosystem. We developed a brand identity that clarifies their mission and strengthens 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.
Looking out on the factory floor, the hand-painted ATLAS logo was seamlessly integrated into the facility’s wall, blending modern branding with the site’s industrial heritage. Throughout this historic space, remnants of decades-old manufacturing graphics and signage remain, preserving the rich aerospace history that shaped it.
ATLAS houses cutting-edge robotics from around the world, making it the only facility of its kind where top-tier robotics coexist in a single maker-space. This unique environment enables seamless prototyping and efficiency-driven processes, all under one roof. Some of these advanced systems even simulate toolless construction for extraterrestrial applications, such as building on the moon. At NIAR ATLAS, groundbreaking testing and innovation push the boundaries of what’s possible in aerospace and robotics.
To reinforce safety and emphasize the critical nature of testing in this advanced manufacturing facility, we designed unique floor striping to clearly define walking paths for visitors and forklift operators. This strategic visual cue enhances navigation while maintaining ATLAS’s cohesive brand identity.
As part of Wichita State University’s campus, ATLAS provides students with hands-on learning experiences with top-level research scientist and engineers preparing them for careers in the aerospace industry.
Project Outcome
Forging the Future of Aerospace
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
