Logo and identity system
Visual Idenity, Logo Design
Old Dominion University is a public research university located in Norfolk, Virginia, offering Graphic Design as one of its many disciplines.
Problem
How may we communicate the experiences and values of the Graphic Design program to prospective students?
The ODU Graphic Design logo and identity offer a cohesive, visual structure for the program spanning digital and print media that can highlight the work of design students and faculty while remaining simple to execute.
Initial Mood Board
A key objective in developing the Graphic Design program’s visual identity was ensuring it could seamlessly align with those of similar institutions. To guide the design process, a mood board featuring visual identities from other art and design schools as reference points was created.
Sketching & Development
During the early sketching phase, a broad exploration of monograms, typography, and shapes was undertaken to capture elements relevant to the Old Dominion University design community. The final direction draws inspiration from the architectural environment that shapes the student and faculty experience. The Barry Arts Building, which houses all graphic design courses and most foundational studio classes, became a central influence in the identity’s development.
Visual Identity
When selecting visual assets, a key challenge was striking the right balance between aligning with the university’s identity and establishing a distinct presence for the program. Since blue is the primary color associated with Old Dominion University, a vibrant green and blue palette was chosen, complemented by neutral tones. This approach maintains a visual connection to the university while allowing the identity to stand on its own. For typography, Montserrat, designed by Julieta Ulanovsky, was selected for its sleek, contemporary aesthetic and versatility.
Given that both faculty and students would be implementing the visual identity while managing their respective workloads, ease of use was a major priority. The core design system simplifies production by leveraging the logo’s geometric elements to create dynamic, cohesive visuals that are both engaging and efficient to produce.
Social Media
As a key bridge between the program, its students, and faculty, social media played a significant role in shaping the new identity. The visual system’s colors and geometric elements provide a flexible framework that allows for creativity while effectively showcasing student and faculty work.
Outcome
The final visual system establishes a strong, recognizable identity for the program—one that aligns with the university and peer institutions while maintaining its own distinct character. Rooted in the everyday experiences of students and faculty, the logo and visual elements reflect the program’s environment while ensuring ease of application for those engaging with the identity in their creative process.