Utah College of Art & Design Brand
problem statement: The University of Utah Department of Art and Art History has a weak brand. It exists alongside a tree of other departments with no separate identity outside of the University’s U-logo and wordmarks. A new name for the art building and department has been defined: The Utah College of Art & Design (UCAD). Under the umbrella of the University of Utah, the UCAD will better represent the disciplines housed within the department and raise public awareness of the department’s degree offerings, including graphic design
solution: Create a new UCAD identity mark that can be used across a variety of mediums including: print, external and internal building identity including a new wayfinding system, pattern, merchandise, street banners, transit graphics and a campaign.
The principle maintains that the human eye sees objects in their entirety before perceiving their individual parts, suggesting the whole is greater than the sum of its parts. Further, the whole is anticipated when the parts are not integrated or complete.
As artists, we create work with meaning that is meant to be discovered by the viewer. In the space between the message and the viewers understanding, there is discovery which can create a connection that enables the viewer to appreciate the art and remember it.