Case Study 1: College of Arts & Sciences Identity

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In Spring 2001, Visual Communication Design juniors researched and developed a new identity system for the University of Washington College of Arts and Sciences. The investigation was led by Adjunct Associate Professor Anne Traver, a UW design alumnus and Principal at Methodologie, a Seattle based corporate design studio. In the course of the project, students researched the college and interviewed its Dean and staff. They worked in teams to define the brand platform, establish the brand hierarchy, and create a variety of unique marks. The marks were then applied to print, signage, multimedia and other applications before a final presentation to the College for selection. The final solution, "Paths of Discovery" was inspired by the College of Arts & Sciences' mission: "Understanding what is/Imagining what can be." It evokes the progressive attitude of the College and projects motion, change, growth and discovery. Containing two paths, the lower is grounded, symbolizing "understanding what is". It continues into the horizon to illustrate a lifetime of learning. The upper path then ascends above the horizon, visualizing the stimulus of discovery - "imagining what can be."