
The Challenge: Updating a Legacy Identity
For years, the RAS's logo featured an engraving of a telescope, an homage to its first president, Sir William Herschel. While meaningful, this design struggled to capture the innovation and modernity of today’s astronomical research. The detailed logo was also hard to reproduce on digital platforms and at small sizes, and its antique appearance felt out of step with the society’s current work. To move forward, Johnson Banks needed to develop a logo that encapsulated both the RAS's pioneering spirit and its cutting-edge scientific approach.


The Concept: A Symbol that Speaks to All
The team at Johnson Banks crafted an innovative, Op Art-inspired logo designed to be a striking, versatile symbol for the society. The logo consists of a circular, spoked design that can be interpreted as either an eye or a planet with an orbiting moon. This imagery beautifully captures the idea of observation—an essential theme for the RAS, whose motto is “Let whatever shines be observed.” The graphic’s spokes, which vary in thickness, create a subtle optical illusion, lending a sense of three-dimensionality and movement. Tilting the spokes at a 23.5-degree angle, the same as Earth’s axis, added a further layer of relevance, grounding the symbol in scientific reference.



Designing for Digital and Print Impact
In addition to the unique logo, Johnson Banks paired the symbol with a minimalist serif wordmark and a pared-back palette of greys, blacks, and whites. This simplicity allows the logo to be instantly recognisable and versatile across platforms, from social media to printed materials. The RAS can now use its new identity system alongside images of space and scientific research, creating a cohesive brand that is as bold as it is contemporary.
Why Rebranding Matters for Traditional Organisations
The RAS’s redesign is a powerful example of how traditional organisations can benefit from a modern visual overhaul. Many long-established societies find that their existing brand identities don’t resonate with today’s younger audiences. Johnson Banks’ rebrand of the RAS shows that even the most venerable institutions can refresh their image in a way that respects their history while engaging a new generation. By embracing modern design elements without discarding its core values, the RAS has positioned itself as a forward-thinking leader in scientific discovery.
At New Century Design, we specialise in creating brand identities that balance heritage with modern appeal. If your organisation is looking to evolve its identity to resonate with today’s audiences, we’re here to help you craft a brand that tells your story with authenticity and impact.