CASTLETON STATE COLLEGE College Memories: A Brand Reimagined
Table of Contents Introduction..............................page 2
Styleguide.................................page 8 Identity Project Research......................page 4 Logo Measurement Creative Brief Logo Specifics Competition Inappropriate Logo Usage Target Audience Color Palette Typography Design Development................page 6 Voice & Tone Brand History Brand Touchpoints Logo Sketches Refined Design Final Design............................page 10 Social Media Augmented Reality Website Print
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In troduction Established in 1787, Castleton is the nation’s 18th
oldest college. Offering some one of the lowest tuition rates in the region plus a wide variety of program options in an environment of friendly collaboration, fun, and outdoor recreation, Castleton is an obvious choice. Decreased funding and increased competition for students, however, are threatening the vitality of the school. An updated and reenergized brand identity will help revive this historic and magical place of learning.
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n o t e l t s a C
s u p cam
Woodruff Hall
Dorms
Fine Arts Center
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PROJECT RESEARCH Creative Brief Competition Target Audience
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Logo Usage Current Logo:
Out of the seven design criteria that Da-
vid Airey outlines in Logo Design Love, the most obvious one that pertains to the current Castleton logo is simplicity. While this makes sense, it does beg the ques-
tion whether or not this logo is overly simplistic. In other words, what it is missing is distinction. It is not, as Airey says, “so recognizable (…) that just its shape or outline gives it away” (Airey, 2010).
Redesigned logo:
Castleton S TAT E C O L L E G E
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(Full Color)
Castleton S TAT E C O L L E G E
Castleton
Castleton
S TAT E C O L L E G E
S TAT E C O L L E G E (One Color)
Castleton Castleton S TAT E C O L L E G E
S TAT E C O L L E G E
(Transparent)
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Logo Usage (cont) The new logo features
a mixture of a new, more modern style and traditional, recognizable elements. The font chosen for the logotype is Baskerville, which is fitting because Castleton has used it for several decades and will help the brand remain recognizable for those who are familiar with the former logo.
Minimum Logo Size Castleton
1�
S TAT E C O L L E G E
1.4�
Clear space
The tree represents
growth, renewal, and the attainment of knowledge, which is why it is commonly used by other colleges and universities. This particular tree, however, has a more casual style and strikes a less traditional chord. It is designed to appeal to a younger audience.
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Castleton S TAT E C O L L E G E
= X Value
Castleton STATE COLLEGE
Innapropriate Logo Usage
Castleton
S TAT E C O L L E G E
Castleton S TAT E C O L L E G E
Castleton
S TAT E C O L L E G E
Castleton S TAT E C O L L E G E
CastCastlelettoonn STATE STATECOLLEGE COLLEGE
Castleton S TAT E C O L L E G E
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