PROJECT OVERVIEW

THE PROBLEM:

THE WOMEN’S, GENDER, AND SEXUALITY STUDIES PROGRAM NEEDED A VISUAL IDENTITY THAT COULD BETTER REPRESENT ITS FOCUS ON DIVERSITY, INCLUSION, ADVOCACY, AND THE EXPLORATION OF IDENTITY. THE CHALLENGE WAS CREATING A MARK THAT FELT CONTEMPORARY AND WELCOMING WITHOUT RELYING ON A SINGLE SYMBOL OR VISUAL METAPHOR THAT COULD UNINTENTIONALLY REPRESENT ONLY ONE PERSPECTIVE OR GROUP.

MY SOLUTION:

I DEVELOPED A TYPOGRAPHY-DRIVEN IDENTITY THAT MAKES THE PROGRAM’S NAME THE CENTRAL VISUAL ELEMENT. USING BOLD, CONDENSED TYPOGRAPHY, I TRANSFORMED THE LENGTHY PROGRAM NAME INTO A DISTINCTIVE AND RECOGNIZABLE MARK WHILE ALLOWING THE IDENTITY TO REMAIN OPEN TO INTERPRETATION.

RATHER THAN ASSIGNING THE BRAND A SINGLE SYMBOL, I INTENTIONALLY LET THE TYPOGRAPHY CARRY THE IDENTITY. THIS APPROACH CREATED A MORE INCLUSIVE AND FLEXIBLE SYSTEM. ONE THAT COULD REPRESENT A WIDE RANGE OF IDENTITIES, EXPERIENCES, AND PERSPECTIVES WITHOUT VISUALLY DEFINING THEM.

THE RESULTING IDENTITY BALANCES STRENGTH WITH APPROACHABILITY, USING SCALE, TYPOGRAPHY, AND A FLEXIBLE LAYOUT SYSTEM TO CREATE A RECOGNIZABLE PRESENCE ACROSS PRINT AND DIGITAL APPLICATIONS. THE LOGO WAS SELECTED AS THE WINNING CONCEPT IN A COMPETITIVE STUDENT BRANDING PROJECT AND WAS ADOPTED AS THE OFFICIAL IDENTITY FOR THE WGSS PROGRAM.