Overview
Embodying the concept that the whole is greater than the sum of its parts for Syracuse University’s largest college.
Challenge
Unify the unique schools and departments under a single umbrella brand to raise the collective college reputation among distinct audiences.
Solution
Positioned SU:VPA as the collaborative and creative hub of Syracuse University, with many specialized programs housed underneath. A set of interchangeable college logos was constructed using six typefaces, each representing a specific school or department.
01.
Brand Elements
Typography
SU:VPA has many faces. Different typefaces are assigned to specific schools and departments to help better express their individuality.
Note: Secondary typefaces are only used as SVG (logos and numbers for News and Calendar pages) on the web to avoid performance issues and speed up page loading.
Primary Typeface: College
Secondary Typefaces: Schools/departments
Grid System
Color Palette
Oranges
– Full spectrum based on University orange
– Allows for variety and freedom
Gray
– Consistent with University
– Provides contrast
Patterns
College
This pattern is used on college-specific pieces or with specific school or department patterns on collaborative communications.
Art
The pattern for the School of Art is cerebral and organic.
CRS
The pattern for the Department of Communication and Rhetorical Studies focuses on communication. It is based on Morse Code and spells out C-R-S.
Drama
The Department of Drama’s pattern takes inspiration from the theater. It implies stage curtains, spotlights, and seats.
Transmedia
The pattern for the Department of Transmedia represents pushing boundaries and progressive movement.
Design
The pattern for the School of Design focuses on a grid. All design, no matter the form, uses proportion and balance.
Setnor music
The pattern for the Setnor School of Music is reminiscent of composition lines in sheet music.
02.
User Experience
Wireframes
20 templates are used to populate over 400 pages, excluding single bio, calendar and news pages. Detailed information is available upon request.
Desktop Pages
Mobile Pages
03.
Digital Experience
Homepage
Academic Landing Pages
There are three levels of logos (college, school/department, program) used within the website. The system demonstrates a cohesive college identity, while allowing for each school, department, and program to have its own individual personality.
Program Landing Pages
Key Mobile Pages
Mega Navigation
Desktop
Mobile
Unique Features – Slider, Calendar, News
04.
Collateral
Role: Art Director
Type: Rebranding & Experiences
Deliverables: Concept, logo, Visual Identity, UI, UX, Development
Team: Dana Reinke (Creative Director), Claudia Mark (Design Director), Matt Peters (Sr. Designer), Nell McGuire (Interactive Designer), Brian Eliseo (Full-stack Developer), Nehal Harley (Account & Strategy Director)
Agency: Leibowitz
Awards: People’s Choice Award (How Design), Winner (American Graphic Design Award)