LOGO & BRANDING
OVERVIEW
Branding outline for the 2D Collective, a student organization at Carnegie Mellon University, where I am involved as Co-Chair of Marketing and Outreach. The organization’s goals are to grow appreciation for physical printmaking techniques like stampmaking, screenprinting, and letterpress, as well as non-standard printing technology like the Risograph.
The logo consists of the organization’s initials packed into a rectangular box, reminiscent of a sheet of paper or the border of a stamp. Alternatively, the interior design can be used as the logo when it is displayed on its own rather than as part of a larger composition. The forms of “2D” are taken directly from real wood type blocks, some of the roughness intentionally preserved, and the “Co.” text emulates it with a digital typeface. Picking colors for the organization’s branding was a matter of blending a warm, neutral palette evoking ink on paper with the bright orange and white associated with the university’s School of Design, which the 2D Collective works closely with.
Creation of this logo lasted several weeks and went through numerous iterations. Earlier versions incorporated symbols associated with printmaking, including a printing press and a metal type piece, while others included decorative flourishes similar to those found on many stamps and wood type blocks.