I had an amazing opportunity to create a new visual identity for National Collegiate Athletic Association (widely known as NCAA) for a class at Art Center College of Design under the guidance of Brad Bartlett. The National Collegiate Athletic Association is a member-led organization dedicated to the well-being and lifelong success of college athletes.
The identity designed for National Collegiate Athletic Association is based on their three core principles:
NCAA is widely known as a sporting organization that holds college sporting events across the nation. While researching about the unique history and the origin of NCAA, I was intrigued by their core values/priorities which set them apart from other sporting organizations that exist today. Their priorities include academic, well-being, fairness, and student athletes. What differs NCAA from other sporting organizations is that through sports, they hope to support role the intercollegiate athletics plays in the higher education mission and in enhancing the sense of community and strengthening the identity of member institutions. To highlight its origin, core values, and its uniqueness amongst all sports organizations, the inspirations for the logotype derive directly from the structure of the ancient academic architectures, universal symbol of fairness/balance, the shape of the lecture halls in universities, and iconic college flag banners.
I was also intrigued by the scientific aspect of sports. Today, we are always exploring new technologies to improve the athletic performance for both professional leagues and college sports. During the research, I realized that, surprisingly, a lot of professional sporting organizations look into college students/players to find innovative technologies that actually work. For example, the virtual reality practice was first implemented for Trent Edwards, a quarterback at Stanford University, to test if it can enhance his field vision during the game. It worked because it gave him an opportunity to virtually stand amid complex schemes he otherwise see only on game days. After a successful trial run, a number of college and NFL teams, including the 49ers and Dallas Cowboys have signed contracts to use the product. If we look into many innovative technologies and applications like Facebook & Snapchat, a number of them are developed by unconventional college students which shows that college students can potentially impact the world and the sport industry today. With all these statistical facts and information, It was a great opportunity for me to implement an element that demonstrate the concept of science in this identity. For a graphic element, I was inspired by the concept of motion capture, a technology we now often use to thoroughly analyze the movement and the performance of the athlete to determine not only their strengths but also their weaknesses of his/her athletic abilities.
I’ve created a visual identity that embraces versatility yet also has a corporate consistency. The logotype, which was inspired by their core values, utilizes the idea of balance between sports and academic standards. Through applying movement, the logotype demonstrates dynamisms and the spirit and pride we all have towards universities that we are associated with. The institutional apps, posters, spatial, and other mediums are interactive and informative in which people can interact and have new emotional/scientific experience.
@2018 by Brian Cho
Special Thanks to Brad Bartlett, Brian Liu, Irene Wiryanto, Angela Baek, Ji-Su Hwang, Zeke Wattles, Hayley Lee,
Hyek Im, Constantin Chopin, & Jonathan Lee
The Tales of Madness
Celebrating the 80th year of March Madness (1919–2019)
To celebrate the 80th anniversary of March Madness, I created a hypothetical event that highlights the rich history and stories behind the event. From informing the origin of March Madness to showcasing the legendary players that played in the organization, it serves to show the spirit and the excitement of the game of college basketball. The installation for The Tales of Madness showcases three of many iconic players/games that made our march even more entertaining and dramatic: Michael Jordan (1982 NCAA Championship UNC vs Georgetown), Chris Webber (1993 NCAA Championship Michigan vs UNC), Bo Kimble (1990 NCAA Elite Eight showing tribute to his best friend Hank Gathers who unfortunately passed away due to a critical health complication). For this particular event, I also created a few collaterals that highlight the March Madness traditions. The logotype for the March Madness 2019 is inspired by the unique grid of the March Madness bracket system.