Watch Case Study

It might take us to go to space to become one on Earth—and, with a little perspective, finally unsee the borders engraved in our minds and the imaginary distances that push us apart. So, if we set out to send a "Space Force" up there, this voyage should represent us all, down here.

On May 15th, 2020, the official flag of the newly created U.S. Space Force was unveiled at the White House, glorifying America's military supremacy.

The Delta symbol, designed to inspire American leadership in the final frontier, has a silver outer border that signifies "defense and protection against all adversaries and threats emanating from the space domain." First used in 1961, the Delta symbol is a direct heritage of the U.S.A.F.

What if it wasn’t the banner of an army in search for another battlefield, but the symbol of a world ready to ascend, together?

Intro­ducing a Space Force Re­design

Intro­ducing a Space Force Re­design

Original Space Force Logo
New Proposal
Original Space Force Logo
New Proposal

If it no longer looks like an act of war, that’s because it has been reimagined as an act of unity.

Say hi to the United Space Force Earth, an undivided Space Force on a mission to lift off from the boundaries of our world, founded on the belief that space might be where we can finally stop dividing as nations, and start expanding as one species. Not “Always Above” but Always Beyond.
Icon & Flag



"You want to grab a politician by the scruff of the neck and drag him a quarter of a million miles out and say, 'Look at that, you son of a bitch." — Edgar Mitchell, Apollo 14 Astronaut

Pale Blue Dot is a famous photograph of planet Earth taken on February 14, 1990, by the Voyager 1 space probe from a record distance of about 3.7 billion miles. It symbolizes the cognitive shift that occurs while looking back at our planet from a distance: a striking feeling of unity—what astronauts call, the Overview Effect. (Credit: NASA/JPL-Caltech)

The core element of the Space Force redesign is based on The Pale Blue Dot—the famous photograph of planet Earth taken by Voyager 1 in 1990.

Around the blue dot, a succession of orbits dynamically builds, reflecting humanity’s expanse into outer space.

The orbits are guided by along a spiral arm that follows the Fibonacci sequence: a unique pattern of numbers that can be found in the very proportions of everything, from nature's smallest building blocks, to the most unimaginably large celestial bodies of the universe, like our Milky Way: a spiral galaxy.

To warn travellers, early carthographers drew dragons or sea monsters in the four corners of their maps, while others simply indicated "terra ignota" as a call for explorers to go a journey. In the same way, the United Earth Space Force wordmark is an invitation to ever push further the four corners of the charted space.

The United Earth Space Force wordmark sits in the four corner of the furthest orbit: it's an invition to ever push further the four corners of the charted space.

"It suddenly struck me that that tiny pea, pretty and blue, was the Earth." — Neil Armstrong, Moonwalker



Earth Mars Jupiter Saturn Uranus Neptune Termination Shock Voyager 1 Alpha Centauri Oort Cloud AC +79388

1 AU

101 AU

102 AU

No spacecraft has gone further than NASA's Voyager 1. Launched in 1977 to fly by Jupiter and Saturn, Voyager 1 crossed into interstellar space in August 2012 and continues to collect data, now more than 14 billion miles away from Earth. This is how far we've been until now. And this is where our voyage must continue.

103 AU

104 AU

105 AU

106 AU

This way, while its outer shape remains the blue dot from where we came, the Space Force visual identity will continually evolve over time—ever-championing our species’ expansion across the universe.

It’s an evolutive fractal design system, where each magnification marks the reach of a new astronomical milestone: the deeper in space we go, the more it continues to expands.

> 1 AU (~ Mars)
> 101 AU (~ Uranus)
> 102 AU (~ Current Distance of Voyager 1)
> 103 AU (~ Oort Cloud)
> 104 AU
> 105 AU



The color palette obeys to a simple dichotomy: Earth Blue as primary color and Space Grey as secondary one.

Primary Color
Earth Blue

C 100, M 95, J 18, N 6
R 44, G 54, B 124
Secondary Color
Space Grey

C 52, M 43, J 43, N 8
R 128, G 128, B 128



Carl, a bespoke font, was designed in honor to the mind behind the Pale Blue Dot reflection and significance, astronomer Carl Sagan.



Heavy-Lift Launch Vehicle
Observation Satellite
Moon Rover
Mars Lander (Top)
Mars Lander (Right)
Mars Lander (Left)
Spacesuit (Front)
Spacesuit (Back)
Flight Suit
Fly Jacket
Laboratory Coat



When Humans will settle on other planets, the Earth time will become irrelevant. We will use a new modular time system capable to infinitely adjust to local times—while observing precession phenomenons, since many planets have irregular time cycles due to their elliptical orbits or the influence of other celestial bodies.



The average duration of a sol (the day-night cycle on Mars) is 24 hours, 39 minutes and 35.244 seconds, equivalent to 1.02749125 Earth days.


The long orbital period of Neptune means that the seasons last for forty Earth years. Its sidereal rotation period (a day) is roughly 16.11 hours. Because its axial tilt is comparable to Earth's, the variation in the length of its day over the course of its long year is not any more extreme.

As we become a multiplanetary species, the Space Force visual identity develops into a multiplanetary time system.



Color Logo
Black & White Logo

Press Release
Key Visuals
GIFs & Stories
129" Case Study Video



Imagined and created by
Guillaume Roukho­movsky

Hi—I'm Guillaume, a Creative Director from Paris now living the Dutch life in Amsterdam. Until I save up enough money to realize my dream of becoming a star-faring astrotourist, I’m realizing new, transformative ideas, back here on Earth.

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Special Thanks
Rowan Bancroft
Blaz Verhnjak
Chase Pritchett