bruce mau design: new OCAD identity
 
bruce mau design: new OCAD identity
may 07, 2011

bruce mau design: new OCAD identity

the ontario college of art and design has a new identity designed by bruce mau design. the new scheme is based on the iconic windows of will alsop’s ‘sharp centre for design’.

bruce mau design: new OCAD identity variations of the new logo

— following text by OCAD U

‘for this new identity, the bruce mau design team worked collaboratively with OCAD University’s marketing & communications team in an intensive research and engagement phase. we involved students, alumni, faculty, staff and community members by facilitating interviews, designing multiple workshops, disseminating questionnaires, leading classroom discussions, connecting through social media — with the goal of excavating the stories and spirit of OCAD U. the synthesis of this material led us to a robust set of design principles that would guide the design work. the visual identity needed to be a true reflection of what we heard and saw: an inclusive, vibrant and vital institution built on creativity, risk and innovation.’

‘with this in mind, we asked ourselves, ‘can the visual identity reveal the extraordinary creative energy that lives at OCAD U?’ inspired by the iconic and transformational alsop-designed building, BMD created a base of black and white pixel ‘windows’ — modular frames to hold actual student art and design work. it is through these ‘windows’ that we see the core of OCAD U that is often hidden from view — conceptually strong, diverse, and compelling. this is a dynamic and modular identity where every year, graduating student medal winners will be invited to design a logo within the basic window framework providing a set of logos for that year. as OCAD U grows and matures, a living library of identities will necessarily emerge, recording the ideas and aesthetics that have shaped our culture over time.’

bruce mau design: new OCAD identity ‘sharp centre for design’ will alsop image © will alsop

bruce mau design: new OCAD identity

bruce mau design: new OCAD identity the new mark is based on the windows of the sharp center for design by will alsop bruce mau design: new OCAD identity envelope

bruce mau design: new OCAD identity business card

bruce mau design: new OCAD identity one variation of the letterhead

bruce mau design: new OCAD identity disposable cups

bruce mau design: new OCAD identity variations of the new stationery

bruce mau design: new OCAD identity banners and tee-shirts

bruce mau design: new OCAD identity pamphlet

bruce mau design: new OCAD identity poster

further details of the new identity can be found here

 

  • i love it..it’s functional..suitable and it’s simplistic enough to be, not necessarily timeless, but used for a long time without looking dated

    Chloe
  • OCADU / Mau 2011 = Ringling / SamataMason 2007

    http://www.underconsideration.com/brandnew/archives/this_is_not_your_parents_art_s.php

    huh?
  • T-Shirt design inspired by new OCADU student cards
    http://logonogo.spreadshirt.com/

    LOGO, NO GO!
  • I don’t know what is ‘beautiful’ about it, but it is flexible. I would have hoped there was going to be more finesses to this work than there is. It really appears that some other secondary choice was made here and the first choice didn’t survive the selection process. In the end it is ‘okay’ work but nothing inspiring.

    Glen
  • it’s very beautiful.

    Sarah
  • Not convinced, not even a bit.

    SAL
  • I like it but is this direction just a FAD?

    Aol. Myspace. OCAD.

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