A small design exercise over one weekend. One that I had a good understanding of since I worked with the university for six years. Five of which I did the identity for Duke Performances. When the Duke Arts identity was introduced, I was a bit puzzled in the shape and what it was suppose to represent. To me, it didn't say "Duke," and overall felt disappointing. The Duke Arts design feels like it was done by a designer that never been to Duke. Almost everywhere on the main campus, one will see pointed arches. They are in the hallways, windows, doorways, bridges, beams. There are thousands of instances of them on campus. The arches almost represent a doorway through the essence of Duke. It's from that, I chose to use the Gothic arch as a shape to build from.