01 | Branding and Identity
Project Brief
The objective of this project is to re-design the University of Pretoria’s Centre for Language Learning’s branding. It required the creation and conceptualisation of a new brand identity and extended visual identity for the Centre. The new branding system needed to be innovative, professional, academic, and still remain true to the values of the centre. Following the development of the brand, further creation of branded deliverables, social media posts, and on-campus wayfinding is required.
Deliverables
1. Group Research and Presentation
2. Brand Strategy
3. Visual Assets:
- Logo System and Grid Structure
- Colour Palette
- Graphics (imagery, illustration, iconography)
4. Design Applications:
- Business Cards
- Email Signature (for mobile and desktop)
- Stickers
- T-shirt
- Bag
- Instagram Post or Carousel
- Signage and Wayfinding System
- Poster
- Any Other Relevant Applications
6. Process Work
Design Strategy
Learning another language is like looking at the world through a brand new pair of glasses. Education should never be limited by language and that is why everyone should be able to learn and grow in every academic space. The new Centre of Language Learning brand identity cultivates a fun and encouraging environment for foreign learners across the world. With the updated UP brand identity, the brand aims to inspire innovative and out of the box thinking, while students attain their individual, social and emotional potential. Learn the easy way at the Centre for Language Learning.
The new brand identity for the Centre for Language Learning goes beyond the academic part of the course. It represents the exiting and playful side of language learning but also staying true to the Centre's already existing core values. The visual style takes on a proofreader approach with hand drawn illustrations, patterning and typography, with the combination of vector illustrations acting as stickers that is used throughout the brand identity.
A modern and vibrant approach to the color scheme was taken to enhance the brand personality, drawing inspiration from the University of Pretoria colors. All the illustrations and patterning draw reference from a school stationary, but have been uniquely designed to the brand.
Logo Exploration
Moodboard
Brand Strategy
Logo System and Grid Structure
Based on the logo exploration at the conceptualisation phase, a customised brush was made to create a digital logo version. The logo symbolises an add/insert proofreader mark, indicating that the Centre is a academic space every learner needs to learn a language.
Typography
For typography a modern and well constructed primary typeface was chosen with a unique hand drawn secondary typeface.
Colour Palette
Our colour palette is made up of vibrant and bold colours that fits with the spontaneous and playful nature of the brand. Each colour represents a different value of the brand personality.
Graphics
The graphic elements consists of vector illustrations and hand drawn notations. Each element conveys the brand persona, whether it be playful, educational, informative, helpful or just fun. Different components can be stacked or paired together to create unique visual applications.
Favicon, App Icon and Widget
All components incorporates the new CLL logo mark. The widget will notify users on their course progress and highlight the amount of course days left.
Design Applications
Each collateral is uniquely designed using the visual style of the brand. Although every application is design in a different manner the overall outcomes creates a cohesive design.
