Lorenzo de Medici is an international institute in Florence, Italy where many students from around the world study abroad. This is where I decided to pursue my year-long education abroad and while I was there I was inspired to recreate their existing logo. It started with developing the graphic design department’s logo for a school project, and then expanded into the institute’s main logo and rebranding.

 

I researched other international institutes and study abroad programs to get inspiration for the brand. I wanted the look and feel to be fun, exciting, and inviting, and ultimately these adjectives informed the color palette. When I was brainstorming for the logo, I came up with a list of words I wanted the mark to represent. The list included descriptors such as: worldly, connected, intertwined, all-inclusive, communication, flexibility, and structure. These helped to form not only the logo, but also the entire brand identity.

 

The photographic imagery used offers the viewer a sense of place. I wanted future students, family, and alumni to feel like they could easily be in the shoes of the person within each photo. The viewer sees the backs of subjects who are immersed in the environment through the majority of the photography.