Fritz Klaetke, design director of Bostons Visual Dialogue, went back to the space agency's old days and revived the abandoned worm NASA logo, with its rectangular-but-curvy mid-70s letterforms.
I think that still holds up, Klaetke said.
The goal, he said, was to recapture the time when space flight meant everybody out of the classroom and huddle around the TV."
Now that technology is focused on the next app, the next Facebook, NASA needs to evoke broader excitement. For the background, Visual Dialogue sought to evoke the universal experience of looking up and looking at the sky using not the old agency drawing of stars but a photograph from the Hubble telescope, one of NASAs ongoing triumphs.