Brand identity proposal
The brand identity became a “wild west” after the new launch so I took it upon myself to explore what was working and what wasn’t.
Task
The original request was to establish design elements that represented the brand identity — easily applicable to templates and marketing pieces beyond our reach. It became clear that some of the fundamental elements of typography and the brand mark itself were in conflict with our new materials. I used the opportunity to simplify the typography suite from 5 font families to 3 and explore what it might look like to have a mark that represented a modern university. Additionally, I proposed an informal monogram to further reduce the use lengthy naming conventions in unit marks.