Massimo Vignelli was a master of creating branding systems for corporations.  His designs exceeded at being scaled due to their thoughtful structure.  He led intensive workshops at the Savannah College of Art & Design (SCAD) to teach his methodology and how to apply his principles to redesign SCAD's identity.  Each participant was assigned to design, produce, and present their projects to an audience.

SCAD is a network of 4 campuses and 8 schools without a branding structure that communicates these clearly and usefully.

A primary, secondary, and tertiary mark was developed to systemize the various applications of SCAD's brand.  The primary mark is clean and modern for a wide range of applications, including environmental and print media.  The secondary mark includes a three-part system to communicate the 4 campuses and 8 schools.  The tertiary mark communicates the organization's foundation and legacy.  

1. Branding guidelines written in plain english for designers & non-designers.

2. Primary, secondary, and tertiary logos with guidelines for their use.

3. Print design system coded for 4 campuses and 8 schools.

3. Environmental & apparel applications.

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Joshua Hoering is a writer, designer, educator, artist, and speaker based in Chicago.
He’s currently working on an MFA in Graphic Design & Visual Experience at the Savannah College of Art & Design.

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