DAAPWorks Branding

Objective: To work within a team to brand DAAPWorks the Senior Communication Design Showcase.

Client: The University of Cincinnati’s school of Design, Art, Architecture and Planning.

Deliverables: An identity design solution and corresponding identity style guide.

Collaborators: Madison Hochman, Sarah Stevens, Grace Rotman, Claire Minton, Lainey Devol

Moodboard

Strategy
Our title ‘In Search Of’ was derived from our journeys of finding ourselves in college. Concept one was inspired by how different all of our journeys were. We started with a neutral palette then through had these electric transformations represented via distortion, color, warped perspective, and unique shapes.

The themes of concept two were curiosity, empowerment, creating, and forming community. Our concept like a song. When we collaborated we were in harmony but still had distinct voices. Those voices could be evoked using visual harmony, sound waves, color,and perspective.

Strategy
Concept three’s themes were curiosity, empowerment, creating, and forming community. When you begin to search you, open a door to new discoveries. In this iteration cutouts can be used to reveal complex patterns or textures. We could push type to be more experimental on the bottom and more minimal on top. This layered method is a lot like our capstones in how they can be narrowed down to a simple goal but our work brings out its complexity. This strategy also engages the user to by making our branding interactive

Iterations

Strategy
Our system focused on visual balance while still maintaining an element of curiosity. To introduce some variety we remove squares, offset squares by five degrees, and round the corners to evoke search bar imagery. The icons were built to fit within 1 square within the grid. The lilac and orange palette were invitating colors that did not disrupt the readability of the work.

Grid
We’re working within a 15x15 grid of outlined white squares on a black background leaving a 1 inch margin on the border. The black and white background created a strong contrast to maintain accessibility.

Final Logo & Icons

Strategy
By using circles as the icons we created a cohesive system that still had unique traits to fit each theme. Connection had two peaces touching, support was a closed circle holding space for another inside of it, change had a cirle in motion, and delight had united circles. The icons were built to fit within 1 square within the grid.

Final Logo
The primary logo uses Input Sans, in all caps and the grid of a word search with offset squares to introduce variety.

Style Guide

Style Guide
This guide was created to inform other members of the team on how and when to correctly use the logo and icons.This would help maintain consistency across the showcase.

Exhibition Invitations

Strategy
The crossword has information about the showcase and contains an interactive part of the invitation. Each clue would hint at which project belonged to each designer.

Invitation by Madison Hochman

Photography

Strategy
The photos were placed under an 8 in x 8 in grid that could be broken based on their pose. This element gave the photos a three dimensional effect. The icons guide the eye through the photo giving it a sense of movement.

Invitation by Grace Rotman

Environmental Graphics

Strategy
The crossword would be spread across the studio environment showcasing which project would be in each room. Large decals would be placed on the doors with the theme of the projects as well as the students names.

Invitation by Sarah Stevens

Digital Use

Strategy
Each day a student spotlight would be posted using their photo and their corresponding project icon. The website would host student bios and information about their projects.

Invitation by Claire Minton & Lainey Devol

Merch

Strategy
A variety of merchandise was created to help raise funds for our student showcase. Items included shirts, tote bags, mugs, matches,...etc.

Invitation by Grace Rotman

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