DENVER SCHOOL OF THE ARTS
Denver magnet high school focused on creative diciplines and studies.
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The Denver School of the Arts commisioned me to rebrand the visual identity of the school to have a more sophisticated and polished presentation.
THE KINETIC SYSTEM
PROCESS
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PROBLEMS IDENTIFIED:
• The current visual idenitiy system was not cohessive and did not follow a specific style guide.
• The current visual idenitiy system did not represent the sophistication the dean wished to present.
• The students did not feel attached or proud of the collateral material of the current school visuals.
MISSION OF PROJECT:
• To create a new cohesive and strong visual system for the school.
• To create a sense of high status and sophistication to the visual style of the new visual system.
• To create an appealing visual system for the students to connect to and have pride in.
SOLUTION:
• Create a versitile and flexible visual system that acts as a framework for the students creative vision.
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INITIAL INSPIRATION:
• "The life of the [artist] is a life of fight against the ugliness" - Massimo Vignelli
• "Work? It's just serious playing" - Saul Bass
• "I want to make work that makes the experience of moment worth enjoying" - Caleb Ortega
INITIAL IDEAS:
• Use classic crest and sheild compositions to give a sense of elite instituion.
• Give expressive marks to communicate the expression through creative diciplines.
• Use strong grid structure to create simple and clean frame work for an versitle identity system.
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SKETCHES:
BUISNESS CARD
LETTERHEAD
ENVELOPE
FLAGS
25TH ANNIVERSARY LOGOTYPE
