Graphic Language

Textured Glass

Inspired by the idea of a pane of glass layered on top of an image, we add a textured translucent layer on top of an photo. This helps make the text legible while maintaining the visual impact of a full bleed image. Beyond accessibility, the idea behind the glass is that the Lab is an insightful window into nature, at the intersection of nature and science, maintaining a constant balance of inspiration and information while framing what’s essential.

It is recommended to add this effect using HTML and live text where possible. For images that cannot have live text with HTML, see the steps to adding textured glass using Photoshop.

Grid

Drawing inspiration from the golden ratio, our grid becomes a collection of windows allowing a variety of photos — birds, nature, and people — to live together in harmony. More detailed images can reside in the larger windows, while pictures with simpler backgrounds can live in the smaller windows to make it easier for the eye to move around and explore the scene.

The Line

This fine line is implemented as a guiding device to create movement: to guide the eye down the page, to navigate through image and text, as well as to turn inspiration into action. This line represents the Lab and the role it plays in connection. By taking a systems approach to conservation the Lab is continuously balancing the tension between these elements: connecting birds and biodiversity, information to advocacy, and intention to impact.

Image Layering

Through the layering of images, we inspire the Lab’s audience to make connections: birds’ relation to biodiversity, the micro and macro, as well as the relationship between individuals and their ecosystem. By juxtaposing contrasting images, the Lab can inspire curiosity and encourage its audiences to make these connections and take action.

A pair of layered images should appear visually different (a macro view of the elephant eye on top of a bird’s-eye view of the forest). One of the images should be black and white to ensure optimal visual contrast between the two images.