Design. Charity. Life.

Wilfrid Laurier University in Watelroo, Ontario, which is a great school (Campus Club of the Year: ACCESS U) has announced a new visual identity. They are updating their logo and materials to include 3 new colours and leaves.

Why a leaf? Laurier’s communications department explains that “at the heart of it this national symbol honours our namesake, Sir Wilfrid Laurier, seventh Prime Minister of Canada. That alone is a unique claim among Canadian universities.” This makes sense, but is extremely generic – clearly, other schools in Canada could simply include a leaf.

However, Laurier tells you to “Look closely” because “LAURIER’S Maple Leaf is a microcosm of connectivity and support”. Not horrible, but not too convincing or indicative of Laurier’s unique culture specifically.

Laurier's Logos: Before (Top) and After (Bottom)

Some of the materials, based on the design concepts posted on their website, do have an appealing look. WIth updated sans-serif typography they are very clean and bright. For example, this full-page newspaper ad.

Comparing it to the existing logo is not very amazing, however the clean look of the new typeface is refreshing, despite it being a “traditional” school rooted in a long history.

To clarify, the circular logo is still remaining – there were some subtle refinements. This is a new Laurier mark, which “combines an updated LAURIER wordmark, a maple leaf in three different color options, and the tagline ‘Inspiring Lives’,” according to the communications department.

It is too subtle of a change, in my opinion. Is it worth it to undergo an entire rebranding process and re-printing of all materials for this?

The new logo should look more like this.

The “Laurier 100″ branding is more effective, engaging and I would definitely say more unique. That logo will no longer be featured after the 100-year anniversary ends this year, of course.

A video has been created to explain the new leafy look. It may not get you very excited about it, though.

The refreshed identity will begin being implemented in January 2012. Although it is definitely not a “controversial” or drastic identity change (as other schools have gone through), I wonder if there will be any criticism or comments that change it before January. There were already a couple of negative comments on the Laurier Facebook page.

From rectangle to square – Evolving and ever-changing, Canada’s University of the Imagination, OCAD University, has launched it’s visual identity.

After being part of the consultation process and committee, I am definitely excited about the final result. As a proud OCAD University graphic design student, this launch is something I have been looking forward to for the last several months.

OCAD University wanted a new visual identity to “reflect the path of a 135-year-old institution moving quickly into the future.” Bruce Mau Design – the Toronto-based studio that also created the identity of the AGO amongst others – spent many months and countless hours of consultation with students, alumni, faculty and staff before arriving at their final design.

The BMD team facilitated interviews, designing multiple workshops, disseminating questionnaires, leading classroom discussions, and I had the chance to help with the social media connections – the overall goal being to capture the spirit of OCAD U.

But what a challenge – to design for an art and design school! Bruce Mau Design asked themselves, ‘can the visual identity reveal the extraordinary creative energy that lives at OCAD U?’ Here is how they describe the result:

Inspired by the iconic and transformational Alsop-designed building, BMD “created a base of black and white pixel ‘windows’” which are meant to be frames to hold actual student work. It is through these ‘windows’ that we see the core of OCAD U that is often hidden from view – conceptually strong, diverse, and compelling. This is a dynamic and modular identity where every year, graduating student medal winners will be invited to contribute to the logo within the basic window framework, providing a set of logos for that year. As OCAD U grows and matures, a living library of identities will necessarily emerge, recording the ideas and aesthetics that have shaped our culture over time.

If you’re thinking that the black squares look familiar, they were inspired by the architecture of OCAD U (the Sharp Centre for Design by Will Alsop). They created a “base of black and white pixel ‘windows’” which are also frames to hold actual student work.

Here is a video created by the design studio with the university to express and explain the exciting new identity:

I am most inspired by the openness and inclusiveness of the ever-changing design: the ability to add new pieces of artwork and design within the fixed square of the logo. This will express the diversity of our university and allow it to stay fresh.

It was an incredible experience to be part of the process, and I thank both Bruce Mau Design and the OCAD University Marketing & Communications department for the opportunity.

Visit the OCAD University Visual Identity page or the Bruce Mau Design article.

Update: My favourite branding design blog has posted their review on the new brand! Read the post on Under Consideration’s Brand New here.

What’s a Charrette? Where’s Lota? You may not know either of those answers, but these lead to a very interesting experience, when I had the opportunity to participate in an international design collaboration with the focus of developing sustainable tourism for the city of Lota, Chile.

Over 100 Students from 6 Schools out of 9 Countries formed 9 Teams who ate 864 Slices of pizza, along with 38 Expert Advisors – all together for this Charrette over 5 days at George Brown College’s School of Design.

If you’re wondering what a charrette is, the IwB website has a great description:

“A charrette is an intensive, collaborative process that brings together community members and professionals to develop innovative solutions for complex issues. Over a few short days of brainstorming, discussion and expert consultation, teams create a broad range of ideas around the central theme.”

The task of our particular team was to create a boutique hotel designed to feature local arts and culture, centrally located beside the Plaza de Armas and offering tourists rooms at a variety of rates and amenities. We called it Soneto Hotel. Being graphic design students a few of us worked in a sub-group on branding this hotel.

The Institute without Boundaries website describes the end result:

After just 4 days, the designs were thorough, imaginative and practical. A panel made up of representatives from each of the 3 international schools as well as the IwB / George Brown College evaluated all the final designs in a day-long presentation session, and the top three designs were awarded badges of recognition, but the judges had something positive to say about each and every one of the projects that were presented.

Presenting our team’s final concept to the advisors and other participants:

(The above photos of the event are by Michelle.)

Though it was intense and time consuming, overall it was a very interesting experience and a great opportunity to work with students including those outside of OCAD University and even outside Canada.

Our final project along with all other groups’ work can be found here.

As a graphic design student it’s clear that logo (identity, branding) design is a huge aspect of a successful business, and one that is treated with high importance by designers and clients alike.

There are many legendary brands that are identified by their logos – even internationally, across language and cultural barriers. However today, more and more companies are trying to “engage” with their customers through social media and taking a chance at modifying their image. Some of them, even giant powerful corporations, feel that they can test out major changes (like a logo re-design) online.

There have been intense results even in the public sector, including University  of Waterloo’s logo re-design which was leaked before being explained to the institution and student body.

With the 2010 GAP logo controversy, where the company one day replaced their classic iconic logo on their US website, a huge can of worms were opened for consumers and of course other brands. While GAP reverted back to their original logo after “social media backlash“, they received harsh criticisms and lost respect from many in the design community. Regardless of their alleged “crowd-sourcing” methods, the point is that everyday people are paying more and more attention to branding than ever before.

Recently, some major brands including Starbucks modified their logos. But was it necessary, or were they tempted to try what others like GAP did? Perhaps consumers are getting overly involved in the design process, due to the outcry and intense participation in this area – or more likely, they’re doing exactly what the brand wants them to do.

Maybe brands are doing this for media attention? To gain loyal followers? For some excitement around the office? To burn cash on reprinting every single letterhead, business card, sign, label, t-shirt and re-painting every truck and store?

Many times, rebranding is absolutely necessary and comes as an inspiring breath of fresh air. In the cases below, however, how vital were the changes? And more significantly, were the changes even for the better?

Image Source: Yogen Fruz Blog

Original Image Source: Zum Microsite

Image Source: Yogen Fruz Blog

Image Source: Züm Brand Video on YouTube

Image Source: Züm Brand Video on YouTube

Note: I have very positive opinions on both of these brands. This post is not a criticism on either products/services.