AudreyDec2

OBJECTIVE

Redesign the SMAD (School of Media Arts & Design) logo and create a brand guide that modernizes and unifies the school’s visual identity. The goal is to capture SMAD’s creative spirit while ensuring the updated design works seamlessly across digital and print platforms.

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BIG IDEA

Our new logo captures SMAD’s mix of creativity and innovation by communicating excitement and possibility so that audiences understand the program is a space for media storytelling comprised of four concentrations.

WORK

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RESEARCH

21%

10%

64%

of students can correctly identify the their SMAD concentration color.

of professors feel that the current SMAD branding accurately reflects the program’s identity.

of students say inconsistent logos and visual materials make it harder to recognize SMAD-related events or communications.

Sketches

Vision Board

CREATIVE RATIONALE

For this project, my partner, Cambria Lee, and I redesigned the SMAD (School of Media Arts & Design) logo and developed a detailed brand guide to modernize and unify the school’s visual identity as part of our Visual Communication Design class. Our goal was to reflect SMAD’s creative, innovative, and interdisciplinary spirit while ensuring the new design could function across both digital and print platforms. We began by researching the history of the SMAD brand, reviewing current design trends in higher education, and analyzing competitor schools to identify opportunities for differentiation.

Logo Redesign & Brand Guide