SURF has a new look
A world class brand for a world class institution
The Sanford Underground Research Facility (SURF) is America’s underground lab. With a mission to advance world-class science and inspire learning across generations. SURF hosts cutting-edge research across multiple disciplines, including physics, geology, biology, chemistry, engineering, and commercial research and development. SURF also plays a vital role in inspiring the next generation of STEM professionals with a robust education and outreach program reaching thousands of SD students and teachers annually.
SURF’s vision is to be the world’s preferred location for underground science and education, this new brand is part of advancing that mission.
SURF’s brand has not been updated in the lifetime of the institution. The input for the new brand came from individuals across the organization in consultation with an outside agency. Our original brand was chosen by an outside entity nearly two decades ago, before the facility existed in its current form.
Blue was chosen for SURF’s new brand as it better ties together our family of brands including Neutrino Day, the Institute for Underground Science at SURF, and the SURF Foundation.
The brand update is rolling out across SURF in the coming months, signs, digital images, and other branded assets are being updated between now and September.
