On the occasion of its 50th anniversary, the Vancouver Aquarium paused to consider its logo, that, for more than 35 years, had featured a killer whale. Although one of the first institutions to house killer whales, the aquarium felt the symbol no longer represented the experience of visiting, or its fundamental purpose: aquatic conservation. The leader in education, conservation and marine science wanted its logo to represent its commitment to all marine life and to reflect the values of balance, sustainability and conservation. To accomplish its goal, the institution turned to Vancouver-based Subplot Design Inc. Distinctive, contemporary and appropriate to the spirit of their organization, the new icon is a dynamic image of a leaping fish. Comprised of three smaller shapes, representing aquatic fauna (sea star), flora (kelp) and the world of water (wave), the identity captures the beauty of the aquatic environment and celebrates the Aquarium’s history and commitment.