Krissy Gatuslao
Krissy Gatuslao
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Monticello & the University of Virginia
Brand Identity Design
02/23–03/23 (4 weeks)

AdvisorBecca Leffell Koren
This hypothetical wordmark for the UNESCO World Heritage Site of Monticello and the University of Virginia in Charlottesville, VA references Thomas Jefferson’s architectural style and history, while bringing a more contemporary tone to the brand of the site. 































As a Virginia native, I was excited by the challenge of crafting a unique design system around two iconic institutions.
I researched the history of the sites, uncovering new information and rediscovering truths about my home state’s history. I used both online and physical resources to fuel my inquiry, understanding each institutions’ own retelling of history from their online sources and checking out books from the campus library. I wanted to make sure that I acknowledged both sides of Monticello & UVA’s history: the feats of a founding father and the enslaved people who enabled that success. I also did visual research, understanding the local culture and historical events and looking at what materially made each location standout.
UVA visual research 
Monticello visual research
Historic visual research
A culminating word map from the research phase of the project 










Monticello
The Rotunda at the University of Virginia
I wanted my wordmark to reflect the history and landmarks of the sites.
I took the architecture of Monticello and the University’s rotunda to create the “M” shape. Further, the orange and cream color reference the materials used to build each site. The buildings’ silhouettes are reflected with a gap in between, alluding to the division caused by each location’s past. This is emphasized by the dark background that’s prevalent on the collateral. The accompanying typeface also echoes this sentiment, combining both angular and round elements, highlighting the contrasting opinions over the site’s history and future. 

















Krissy Gatuslao
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