Algoma University
Scope
/ Brand strategy
/ Visual identity systems
/ Guidelines
/ Tactical communications and marketing
/ Art Direction
Agency
/ Trajectory Brands Inc.
Partners
/ Photographer: Steve Carty
/ Website: Stack Creative
Launch
/ 2021
The strategy work completed prior to the design process informed much of the work for this project. The brief was written based on the research (interviews with key stakeholders both internal and external) and used as a starting place for our work.
Our brief was as follows:
- Do not touch the core logo/logos
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Help establish more consistency around usage of the Thunderbird
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Explore all other forms of expression and design, including: potential new symbols or secondary logos, colours, typography, imagery, voice...
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Introduce more Indigenous design
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They are hoping for a significant departure from where they’ve been and are looking for a fresh, exciting, contemporary updated visual identity system
The team at Trajectory worked on various parts of this project. My role took on leading the overarching design platform for the brand.
The new brand is rooted in Indigenous teachings through the use of the medicine wheel as inspiration - a nod to the university's past and future. I created a simple platform to use the four colours as expanding windows, changing landscapes, and blinds that could open up, showcasing the Algoma spirit as needed.
The simplicity of the platform allows for a lot of complexity in execution when it comes to print and digital marketing materials. The four colours are distinct in the post-secondary landscape and gives Algoma a real mature platform to use for years to come. Alongside the main platform, a secondary design was created to showcase the Indigenous programs available at the university. These are inspired by Indigenous art and material design by overlapping the colour palettes in various shapes and sizes to create a distinct look and feel.
Based on its original site as a former residential school, Algoma has committed to decolonizing the institution, including its brand. The primary objectives of our assignment with Algoma University have been to update the brand positioning; rethink the visual system to reinforce the relevance of its special mission to the entire university; and ensure the visual platform is inclusive and supportive of Algoma’s ambitious growth plans.