Identity system for Western Washington University’s Department of Design. All of the elements—logo, patterns, and compositions—are built upon an isometric grid. The goal was to create a brand that feels precisely crafted, but also flexible and eclectic.
The common shorthand name for the university is ‘Western,’ which we opted not to use in the brand since calling the department ‘Western Design’ sounds more like an art history term than a design school. Instead, the primary logo is a custom W containing an abbreviated form of the department’s name: WWU DESIGN. The dual-triangle shape nicely houses the letterforms and creates an initial mark that is completely distinct from the University of Washington’s well-known W logo. The logo’s triangle shapes and 60 degree angle form the foundation for all of the other elements in the identity system.
WWU’s existing dark blue & light blue served as the basis for the color palette. We combined this with an orange color that has long been used as an internal department identifier for the BFA program.
We selected Roboto as the primary typeface to provide maximum continuity across print and web applications. The typeface is widely available on Google Fonts and TypeKit, which makes it a practical choice for a brand that will be used and maintained by students. Expensive font licensing was not a viable option for us.
Our type and color, along with an array of custom patterns, can be combined in myriad ways to create an incredibly flexible visual identity system.