My alma mater. Needing a central and focused brand. Paying close attention to straying from the normal hyper-individualized focus of higher education. Moving to the honesty and clarity of what is beyond the "you".
In our design process I was a leader in research and strategy. Auditing over 1000 schools our team worked relentlessly to find the differentiation factors that truly set us apart from the rest. In our findings we discovered many schools were hyper-focused on the individual experience, while our experience as students had been one of discovering what is more accurately beyond ourselves. With these conclusions we came up with our campaign and tone of voice.
From there we continued with a visual audit of over 1000 logos and marks form universities all over the world. We began to discover what was overused and what was unique. With our findings we began over 650 sketches to iterate what would set us apart while truly speaking to who we are as a division. In the end we came up with a logotype and logo that authentically represents our Art+Design division as a whole while encompassing marks for each department within the mark itself. (shown above.)