Catching Up with the University of San Francisco Brand Refresh
Are you looking for creative ways to revitalize your brand? For a study in successful branding, look no further than the University of San Francisco, which recently unveiled its new color palette, logogram, and design language as part of a brand refresh.
San Francisco is one of the most dynamic cities in the world, and the university wanted to capture the vibrancy in its refreshed brand. Its updated logo has been designed with an eye towards modernity, versatility, and showing the school’s commitment to excellence.
The brand refresh was a multi-layered process that went into the core values of the institution. Through extensive review of the school’s history, current practices, and desired future goals, the design team was able to craft a refreshed look.
Choosing the Logo Design
Choosing the right logo took a comprehensive process to ensure the design was true to the school’s heritage and atmosphere. The team settled on a one-word design that represented the boldness of the school, while also featuring a unique curved shape to signify the culture and environment of San Francisco.
In addition to the logogram, there is a secondary logo with a stacked logo containing various parts of the logogram. This allows the school to put the logo in any orientation while still maintaining its core identity. The newly designed logo also updates the school’s signature lockup, aligning the wordmark with the logogram.
The logo was presented in four distinct color palettes in addition to black and white. An energetic navy blue reflects the spirit of the school and city, vibrant yellow embodies energy, joy and positivity, a strong red exudes power, and a clean green highlights nature, natural beauty, and sustainability.
Developing the Visual Language
In addition to the new logogram and color palette, the brand refresh included an entirely new visual language. This includes photography and illustration style, typography, and a new graphic palette for secondary and tertiary elements.
The design team wanted to create a visual language that reflected the school’s light-hearted and unique culture. The team achieved this by employing hand-drawn illustrations and bold combinations of color, creating a look that is collegiate and approachable but also modern and confident.
The photography and illustration style also related to San Francisco’s landscape and culture. From fog rolling over the hilltops and blue skies to the playful street art and funky architecture, all of these elements were taken into consideration.
FAQs
How was the University of San Francisco’s brand refresh initiated?
The brand refresh was a multi-layered process that went into the core values of the institution. Through extensive review of the school’s history, current practices, and desired future goals, the design team was able to craft a refreshed look.
What is the visual language of the brand refresh?
The brand refresh includes an entirely new visual language of photography and illustration style, typography, and a new graphic palette for secondary and tertiary elements. The visual language reflects the school’s light-hearted and unique culture, employing hand-drawn illustrations and bold combinations of color. It also relates to San Francisco’s landscape and culture.
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