During the 2010-2011 school year I was Co-Editor of my university's annual art journal - one of the constant obstacles I ran into was a lack of knowledge about the organization. Near the end of my run I met with next year's editors and we talked about coming up with branding and how it would help the organization become more visible on campus. Those meetings led to brainstorming meetings, concept drawings, and eventually the design of a new logo.
The logo is simple, but begs explanation - we wanted people talking and asking about the organization. In definition Saxifrage is a small flower that grows between the cracks of rocks - "Saxifrage is my flower that splits the rocks" a line from the poem "A sort of a Song" by William Carlos Williams, was the the orignal inspiration for the journal's title. The three flowers in the logo design represent each section of the book: literary, visual, and musical. Additionally, the text includes syllable divider marks, as in a dictionary, to hint at the literary origin of the organization.
We used the new logo to print business cards, notebooks, stickers, and pencils - all to be used as promotional materials during the coming year. The new branding has also been implemented in web and print design.