OCAD’s new identity by Bruce Mau Design.
After over a year of focus groups and testing, the Canadian univeristy finally settled on a dynamic system that allows students (and others) to interact with the icon.
Ever since AOL introduced their ever-changing logo, this approach to identity design has been reluctantly scooped up by a lot of designers and applied in a multitude of ways. Sometimes it works, sometimes it doesn’t. Personally, I think that within the context of an art and design university it makes complete sense. There’s also something about the way they handled the type and the line weight of the boxes that I love.
Although I think a year of process and research sounds a bit like overkill, I can appreciate a brand that is more than the icon alone. Imagine: a year to work on a brand mark!
“There’s never been a shortage of ideas here.”
