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THE CARNEGIE IDENTITY

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DETAILS

Developed: 2017

Partner: Wilfrid Laurier University Student Publications

When I first joined the team at The Carnegie in a volunteer capacity as a wide-eyed, first year design student, there were a few things that I noticed immediately I could make an impact on. Being on the Brantford campus, there’s naturally a much smaller presence for the yearbook here than in our sister-campus in Waterloo, but our engagement and presence across campus was something going into the year we recognized as a team as needing improvement.

I decided to tackle the issue the best way I know how — fixing what we did have, the goal to increase people’s exposure to our brand and to develop an identifiable image for the student body to engage with. The path to the final identity was an interesting, winding road, with many different concepts being considered as the team worked on the project mentally and attempted to use my graphic design skill as the vessel to communicate the mishmash of ideas and opinions.

As I took a step back and reflected on what the priorities were with the redesign, it was really important to make something that would stand the test of time, but could still be altered in ways that would reflect current design trends. A yearbook is a representation of a moment in a student’s life and so it’s important to be able to adapt to the changes that occur as they progress through those moments, but also to keep something that will remain consistent throughout those moments in a way that provides clarity and constance to their experience.

Our logo, affectionally referred to as ‘InfinC’ due to the relative youth of the publication and the fact this is the first attempt at a brand by the publication, reflects the constant cycle of a student publication, considering the revolving door of staff and students that both contribute to and consume the content of the book. It’s simple, but malleable. It’s current iteration reflects the line-art style that we brought to the cover and design of the book, but it can be adapted to reflect next year’s presumably different art direction.