Brand Identity Design
02/23–03/23 (4 weeks)
AdvisorBecca Leffell Koren
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.
Monticello
The Rotunda at the University of Virginia
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.