We rebranded CETI with a visual identity that seamlessly blends a nod to its past with a vision for the future. In the 1960s, CETI adviser Dr. Roger Payne captivated the world with Songs of the Humpback Whale, using the expressive Trooper Roman typeface. Inspired by this legacy, we selected GT Super—a modern evolution that retains vintage charm while offering flexibility across web and print. As a secondary font, we chose Söhne, a contemporary homage to Helvetica, used in Payne’s original work. Its name even echoes “song,” grounding CETI’s mission in every headline. We paired this typography with a cool, optimistic color palette—soft blues and gradients suggest the surface of the ocean, while bold purples evoke the mysterious depths. Graphic elements like sound wave patterns and coded dot-and-line motifs subtly reinforce the theme of interspecies communication. The result is a flexible, richly considered system that celebrates CETI’s roots while enabling its global ambitions.