SMAD Rebrand and Logo
In my Visual Communications class, I worked on a semester long comprehensive rebranding project for the School of Media Arts & Design. This involved redesigning core brand elements such as the logo and visual system, as well as implementing the new identity across a range of applications.
Project: Branding
Date: Spring 2025
Client: School of Media Arts and Design
Role: Art Director
Collaborator: Owen Marcel
Ask: Redesign the logo for Media Arts & Design, establish brand guidelines, and implement the new identity across different applications
Primary Research
For our primary research, my partner Owen and I conducted an online survey for JMU Media Arts and Design alumni to fill out. This survey included several questions such as what about the current logo do they like and dislike, as well as what they love about the SMAD program. We wanted to gather as much information as possible to fully comprehend the best way to approach this department rebrand. From our findings we found these questions to standout the most.
What was your SMAD concentration
What comes to mind when you see the current SMAD logo
How do you think SMAD's current branding could be improved
Describe SMAD in three words
Finalized Brandmark
From our discussions with our client/SMAD faculty to conducting a survey with SMAD alumni, we have developed a rebrand that we believe encapsulates the connection and essence of the program. We wanted to keep a similar color scheme, update the typography, and ensure to show the connection between each concentration in the program to highlight the departments collaborative nature.
Throughout this project, we have conducted both primary and secondary research, created a brand brief, drew over 80 concept sketches, designed both primary and secondary brand marks, and a brand guide.
