Our approach centered on aligning SMAD’s visual identity with its interdisciplinary, forward-thinking mission. We began with in-depth research into the existing brand, identifying inconsistencies and gaps in recognition across concentrations. From there, we analyzed branding trends in higher education and reviewed peer and competitor programs to understand how SMAD could better differentiate itself.
Using these insights, we explored visual directions that emphasized creativity, clarity, and cohesion. We focused on designing a logo system that felt exciting and contemporary while remaining functional across platforms, from social media and digital signage to print materials and merchandise. Every design decision was guided by the goal of creating a unified system that students and faculty could easily recognize, use, and feel proud of.
Project Partner: Cambria Lee
