Division of Community Learning
Visual Identity Project
I was asked to create a visual identity for one of Baldwin Wallace University's newest divisions: the Division of Community Learning. This division would "house" a number of other current programs and centers, all focused on community outreach. Some of these programs included Community Arts School, Center for Coaching Excellence, a community recreation program, a STEM program, and more.
BRANDING SUMMARY
What we do
The Division of Community Learning creates pathways for lifelong learning through high-quality, innovative and accessible programs, while inspiring unending curiosity.
Other words/concepts to remember:
We welcome students at all ability levels. We want to be accessible and work to remove as many barriers as possible so people can engage with our programming.
Top Values
Accessibility
Innovative/Creative
Discovery/Growth/Foundational
Collaborative/Community
Audience
Parents/Guardians/Caregivers/Families
K-12 Teachers/Administrators/Students/Coaches
Adults/Retirees/Professionals
Personality
The DCL is a fun and knowledgeable place for everyone to play and learn with purpose.
More authoritative (or knowledgeable) than friendly
Young and Innovative
Mass Appeal – we have something for everyone
Logo Creation
I began with three concepts: one focused on community, one focused on curiosity, and the last one more of a lettermark while incorporating a small figure into the design.
After choosing the lettermark concept I played with a variety of playful to modern tones as well as lightbulb / head shapes.
At this point, the branding guidelines for Baldwin Wallace University had to be taken into consideration. It turns out that they have typographical hierarchy and font guidelines for all official BW divisions. Combining those specifications and along with their tagline, "INSPIRING UNENDING CURIOSITY," the final version of the logo was finally developed.
Here are the full line of logo variants, combining colors, the lettermark, wordmark, inversions, and tagline
Style Guidelines
