The Client
The Scripps Semester in D.C. Program (SiDC) is an immersive study-away experience where upper-level students spend four weeks in academic seminars followed by a 10-week full-time internship in Washington, D.C. Students gain professional experience in journalism, strategic communication, photography, design, UX, and data visualization while networking with media, government, and nonprofit professionals.
The Challenge
Paired with a colleague, our task was to redesign the existing logo and apply it across brand assets. The new identity had to reflect the program's values of professionalism, innovation, and opportunity, while maintaining a connection to Ohio University's academic excellence and reputation.
Branding Requirements
The following proposal adhered to Ohio University branding while rearranging type and color hierarchies to synthesize a fresh but recognizable visual identity.
The Design Solution
Logo System
To help affiliate SiDC with its host institution of Ohio University, I used a conservative illustrative approach that matches the one used by Ohio University's logo. However, I also added the element of the sunburst, which alludes to optimism for the next generation and adds an edgy flair to distinguish the program.
Business Cards
Business cards use a conventional approach to uphold Ohio University's collegiate reputation.
Letterhead
Icon Set
The client requested a set of custom icons. The objects I chose represent all the academic majors involved with SiDC, meaning they have a vast opportunity for use.
Buttons
One use for these icons includes a set of buttons so that any student who attends the program can receive a personalized button.
Poster
High-contrast colors and edgy textures convey the contemporary student culture within the media school.
Brochure
Social Media Assets
Partner's Contribution
Merchandise
Partner's Contribution
Results
Although the client chose a different candidate, this brand proposal was deemed one of the top designs from the semester, chosen out of 72 possible projects and judged anonymously by faculty members.
