THE POWER OF VISUAL COMMUNICATION Graphic Design at Ayers Saint Gross
INTRODUCTION TO THE FIRM 2 VISUAL COMMUNICATION 4 FIRST IMPRESSION, LASTING IMPACT 6 ENVIRONMENTAL GRAPHIC DESIGN 8 PRINT, IDENTITY, & INFORMATION 44 SELECT CLIENTS 60
Visual Communication has the power to
EDUCATE MOTIVATE INSPIRE & INFORM
Introduction to the Firm Ayers Saint Gross is an employee-owned design firm with expertise in architecture, planning, landscape architecture, space analytics, interiors, and graphic design. We are unique in that all of our work is for missiondriven clients such as colleges, universities, and cultural institutions. Since the founding of our practice in 1912, Ayers Saint Gross has built a reputation for designing environments of enduring value. Our design is driven by a critical and analytical discourse, a respect for past wisdom, a mind to future potential, and a belief that we have an obligation to leave places better than we found them.
AYERS SAINT GROSS QUICK FACTS
FO UND E D
1912 C LI E NTS
All of our work is for mission-driven clients.
S TA FF
170 Professional Staff Members
F I R M PH ILO SO PH Y
“ We engage people and places to create designs that enrich the world.” INTER N ATIO N AL R EACH
Visual Communication Visual communication is a powerful tool. It informs and educates, motivates and inspires. Ayers Saint Gross crafts visual communication systems that shape relationships between people and places. We focus information and identity design, branding, environmental graphic design, signage and wayfinding, and marketing and fundraising collateral. Drawing on our firm’s cross-disciplinary expertise, we engage specialized resources for projects in and about the built environment. Through visual communication, we create lasting value for our clients. Successful projects begin with strategy and structure. We begin by listening to you and working together to identify your goals, your audiences and the competitive landscape. Then we devise a process to achieve your functional and creative goals. Together, we transform ideas into powerful visual form.
COMPONENTS OF VISUAL COMMUNICATION
First Impression Lasting Impact The quality of design connotes the quality of an institution; it is critical to making a positive impact in an increasingly visual society. Today, colleges, corporations, non-profits and cultural organizations compete in a sophisticated visual climate shaped not just by conventional peers, but also by outside influences including entertainment, hospitality, retail and online experiences. Visual literacy isn’t constrained by demographics. People of all ages and backgrounds judge you by the effectiveness of your graphic messages. Successful visual communication is a valuable asset. Fortunately, good design is a high yield investment. It is a low-cost way to form positive and lasting impressions.
CREATING A LASTING FIRST IMPRESSION
mp ac t gh I Hi
Inform Recruit & Retain
Print Wayfinding Environments Information Identity
Inspire Imagination Create Brand Recognition Demonstrate Sustainability Achieve a Competitive Edge Reflect Mission & Culture Improve Accessibility Bolster Perception Motivate Action
Lo
w
Co
st
Visualize Data
LASTING FIRST IMPRESSION
VISUAL COMMUNICATION
Build Confidence
Environments & Wayfinding Environmental graphic design and signage connect people with places. Well-designed signs and wayfinding systems enhance the appearance of a place and help users understand and relate to the physical setting by communicating information that offers guidance, assurance and confidence. Successful, integrated environmental graphic and signage programs are visible, powerful and cost-effective. Visual communication within the built environment has the power to impart lasting impressions and shapes experiences.
Environmental Campus Signage College of Charleston Charleston, South Carolina
Environmental Campus Signage Stono Preserve College of Charleston Charleston, South Carolina
The College of Charleston’s four-mile nature trail winds through 800-acres of a former plantation on the banks of the Stono River in Charleston County, South Carolina. Interpretive way stations punctuate the trail with stories of the site’s history, culture and ecology. The sign system, which also includes wayfinding, uses trail markers emblazoned with symbols representing distinct landscapes to supply visitors with visual cues to their whereabouts. Signs compliment their natural surroundings with thin and arcing elements inspired by swaying grasses, migratory birds and wildlife.
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ENVIRONMENTS & WAYFINDING
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Environmental Campus Signage Stono Preserve College of Charleston Charleston, South Carolina 12
ENVIRONMENTS & WAYFINDING
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ENVIRONMENTS & WAYFINDING
Interpretive Signage Semans-Griswold Environmental Hall Washington College Chestertown, Maryland
Semans-Griswold Environmental Hall, home of the Washington College Center for Environment and Society, was designed to meet the rigorous, holistic standards of the Living Building Challenge Petal Certification and net-positive energy standards. As a part of this certification, Ayers Saint Gross designed a system of sustainability and interpretive signs to inform and educate students and visitors about the unique features of the building and its site. While the softly stained wood and dark roof of the building are intended to blend with the site’s setting, the interpretive signs offer a subtle pop of color along Maryland’s Eastern Shore. The signs’ angles extend the language of the building out to its site and allow view portals of each intended subject-matter. Details such as George Washington’s etched signature tie the modern aesthetic to the College’s historic roots. An interior system of sustainability signs encourages students to reinvest in their environment by forming small habits such as unplugging and turning off lights at the end of each day. These small reminders enforce the connection of humans to nature.
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Interpretive Signage Semans-Griswold Environmental Hall Chestertown, Maryland
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ENVIRONMENTS & WAYFINDING
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ENVIRONMENTS & WAYFINDING
Exterior Signage & Wayfinding Gustavus Adolphus College St. Pete, Minnesota
Gustavus Adolphus College engaged Ayers Saint Gross to create a comprehensive Signage and Wayfinding Master Plan. The new system will provide much needed clarity for first-time visitors, while at the same time reinforcing a sense of place and identity for community members. Pulling inspiration from the College’s chapel located at the heart of the campus, the sign family includes a custom stainedglass pattern tapering to a subtle angle. The black pylons set on a base of native Kasota stone establish a bold, yet simple, pattern of wayfinding across the campus. Proposed gateway enhancements in three separate locations will elevate the arrival on campus and help to further define campus entrances.
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ENVIRONMENTS & WAYFINDING
Branded Environment The Chesapeake House Travel Plaza Aberdeen, Maryland
The Chesapeake House and Maryland House travel plazas presented an opportunity to create 21st century travelers facilities that are intimately connected to local landscape and regional culture. The two travel plazas act as gatehouses from the north to the historic and beautiful State of Maryland. In coordination with the architecture team, Ayers Saint Gross designed a vibrant program of interior and exterior signage to enhance the visitor experience at both plazas. The graphic design for Chesapeake House consists of a bold typographic palette that draws inspiration from the largest estuary in the country, the Chesapeake Bay. Nautical themes are expressed in natural hues with glassy transparencies reminiscent of daylight and water.
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Wayfinding & Interpretive Signage Bancroft Elementary School Washington, D.C.
Working in conjunction with the new design of the renovation and addition of Bancroft Elementary School, lively branded environmental graphics, signage and wayfinding compliment the clean architecture. A comprehensive wayfinding system allows students, staff and visitors to navigate individually. Each hallway is identified in a specific color noting various school units. A clear polished acrylic with color painted behind creates jewel tone moments throughout the building that create a sense of place. Environmental graphics for sustainability and in the welcome center are vibrant and clear. Bancroft Elementary School is fully bilingual and all signage and wayfinding are noted in English and Spanish.
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ENVIRONMENTS & WAYFINDING
Wayfinding & Signage Enoch Pratt Free Library Baltimore, Maryland
Established in 1882, the Enoch Pratt Free Library is a landmark in Baltimore City and a beacon for the free dissemination of knowledge in the city. Thorough studies of existing and future needs led our team to develop comprehensive solutions for improving the historic library while respecting its original Art Deco architecture. The design and incorporation of signage presented an opportunity to combine old with new. Custom vector artwork was created from the iconic picture window above the grand public entrance and weaves its way throughout the sign family. Signs included in this effort are directional and informational stanchions, donor recognition, room identification signs, soffit-mounted and suspended destination identification signs, and a donor wall.
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Wayfinding & Signage Enoch Pratt Free Library Baltimore, Maryland
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ENVIRONMENTS & WAYFINDING
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ENVIRONMENTS & WAYFINDING
Environmental Graphics & Signage Trippe Hall Residence Hall Pennsylvania State University Erie, Pennsylvania
Trippe Hall is a vibrant 250-bed residence hall on Penn State University’s Behrend campus. In addition to the architecture, Ayers Saint Gross was asked to create over 20 distinctive signs highlighting the various sustainable features of the building. Engaging messaging and custom iconography was used to complement the project’s bold interior finishes. The flexible and cost efficient design offered the opportunity for a campus-wide rollout in the future. Our environmental graphic design scope also included the design of a bike storage room. Locations of interest, and within biking distance, were designed as vintage travel stickers and placed above lively-colored graphics.
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Exterior Wayfinding & Signage Towson University Towson, Maryland
Towson University boasts a 329-acre campus of 20,000 students north of Baltimore, Maryland. Ayers Saint Gross was engaged by the University to design a complete family of exterior signs to replace their existing campus signage. As part of this effort, Ayers Saint Gross also led a series of wayfinding workshops with University representatives to determine the messaging and placement of each sign. The signs were designed to be a threedimensional extension of Towson University’s new, dynamic brand refresh efforts that began in 2018. Serving as monuments that offer practical wayfinding to visitors of the campus, the signage system also acts as a unique placemaking system reinforcing the brand across campus.
Unitas Stadium SECU Arena Towson Ctr. Auburn House S. Campus Pavilion West Village Garage Union Garage TOWSONTOWN GARAGE Visitors, Faculty/Staff, Core Students, Resident PERMIT REQUIRED AS POSTED
LOT 11 Visitors, Faculty/Staff, Core Students, Resident, Overflow PERMIT REQUIRED AS POSTED
LOT 10 Faculty & Staff M–TH 6am–5pm F 6am–3pm
CENTER FOR THE ARTS
All Permits M–TH 5am–8pm F 6am–3pm Valid permit required. Visitor permits available at pay station. Violators subject to citations & towing.
VEHICULAR DIRECTIONAL
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PARKING GARAGE & LOT (WITH SCREEN) IDENTIFICATION SIGNS
ENVIRONMENTS & WAYFINDING
PARKING LOT IDENTIFICATION (CHANGEABLE SLOT)
PARKING LOT IDENTIFICATION (INFORMATION)
BUILDING IDENTIFICATION (VEHICULAR)
INFORMATION
York Road
Cook Library Media Center Van Bokkelen Hall Stephens Hall
MILLENNIUM HALL
College of Liberal Arts Newell Dining Towsontown Garage
To Accessible Entrance
BUILDING IDENTIFICATION (PEDESTRIAN)
8000
Newell Hall Richmond Hall
MAP KIOSK
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PEDESTRIAN DIRECTIONAL
ADA ACCESSIBILE ROUTE
BUILDING ADDRESS PLAQUE
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Placemaking & Directional Signage Providence Innovation & Design District Providence, Rhode Island
In a city with prestigious universities, a strong arts community, and a friendly start-up environment, Providence is ripe for an innovation district. Our team envisioned opportunities to extend the district’s existing brand into built form. As an extension to their identity, we designed exterior and interior signage to add necessary information and identification and to strengthen a visitor’s first impression of the physical space.
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ENVIRONMENTS & WAYFINDING
A B
Notes
PAINTED METAL NUMBERS - ORANGE 2” thick metal numbers - painted to match Matthews Paint MP00190 “Matchbox Car Orange”
C
PAINTED METAL TENANT PANEL - GRAY MATTE Painted dimensional metal PANEL; 1/4” deep; FACE painted to match Matthews Paint MP07102 “Deep River”; edge painted to match Matthews Paint MP00190 “Matchbox Car Orange” “; panel attached with adhesive to wood backer.
D
WOOD BACKER PANELS - (WHITE OAK) Wood to match iexisting slat wall ; stain to match VINYL TENANT NAMES Tenant names as applied vinyl ; 3M Scotchcal ”Matte White” 7725-20 METAL SLATS (HORIZONTAL) - BLACK MATTE Painted to match existing slat wall; slats welded to vertical members , welds ground smooth. Hardware hidden and painted to match when attaching to wall. 1/2” Wide by 3” deep
E
NOTE: Tenant Panels (B) to be mounted to Vertical slats behind panels; panels should be removable with hidden/tamper resistant hardware.
4'-4"
1040 Hull Street Suite 100 Baltimore, MD 21230 T: 410.347.8500 F: 410.347.8519
7"
2"
Project Number
Document Title
21620.01
Design Development
Project Name
225 Dyer Street Providence, RI
3"
Section / Description
Building Signage Sheet Title
Interior Directory Date
05.09.2019
Sheet No.
4.02
NOTE: All drawings are for design intent only, contractor/fabricator assumes all responsibility. Contractor/fabricator to verify all conditions in field prior to any fabrication. All right reserved. Copyright © 2018 AYERS | SAINT | GROSS
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ENVIRONMENTS & WAYFINDING
Signage, Environmental Graphics, Donor Wall Bryan Hall, Washington University in St. Louis St. Louis, Missouri
This project includes a four-story vinyl applique to a staircase visible from the building’s exterior. The custom graphics feature molecular structures to highlight the modern architecture of the building and emphasize its academic mission. Externally, the project includes pin lettering on the building itself, a custom donor plaque on the adjacent plaza, a donor wall along a nearby bike path, and a fritted glass sign for a neighboring bridge. All signage is rendered in a contemporary style befitting a modern science education building.
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Exterior Wayfinding & Signage Bowie State University Bowie, Maryland
Ayers Saint Gross provided design services including programming, preliminary/schematic design, design development, bidding documents and contract administration for a new campus-wide Exterior and Interior Wayfinding Program. The upgraded designs provide a completely new wayfinding system for the entire campus. The plan includes a consistent thematic approach that aligns with the physical elements of the campus and its brand identity. The plan creates a system that simplifies the vehicular and pedestrian movement throughout the campus and allows individuals to reach their desired destination with emphasis on identification of ADA access. The new system creates a sense of place, and fosters campus identity within the campus grounds and along campus entrances.
4' 9" 6.50"
5.00"
6.50"
A
1.50"
9.50"
0.375"
3" 3.75"
6.00"
Visitor Parking Robinson Hall
9.00"
VISITOR PARKING PERMITS PUBLIC SAFETY
D B C
Student Center Fine & Performing Arts Science Center Computer Science Bldg Deliveries RESERVED
Visitor Parking A
Copy Detail - VDR.1 - Copy Panel (Left Side) Scale: 3/4” = 1’-0”
B
Copy Detail - VDR.1 - Copy PanelRobinson (Right Side) Hall VISITOR PARKING PERMITS Scale: 3/4” = 1’-0”
LOT A
PUBLIC SAFETY
2' 9.35"
2' 9.35"
E
C
Copy Detail - VDR.1 - Color Banding (Left Side) Scale: 3/4” = 1’-0”
Student Center E Fine & Performing Arts Science Center Computer Science Bldg Deliveries
D
Copy Detail - VDR.1 - Color Banding (Right Side) Scale: 3/4” = 1’-0”
F
Copy Detail - VDR.1 - Brand Footer (Right Side) Scale: 3/4” = 1’-0”
Center for Business and Grad Studies
Administration Bldg Library Exit to Laurel Bowie Rd
Director Maryland Center
BOWIE BIC
COMMUTERS FACULTY / STAFF
Visitor Parking
5"
3.5"
1' 2"
F
E
Copy Detail - VDR.1 - Brand Footer (Left Side) Scale: 3/4” = 1’-0”
VEHICULAR DIRECTIONAL (LARGE)
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ENVIRONMENTS & WAYFINDING
VEHICULAR DIRECTIONAL (MEDIUM)
VEHICULAR DIRECTIONAL (SMALL)
PARKING LOT ID
PARKING SPOT ID
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Exterior Wayfinding & Signage Bowie State University Bowie, Maryland
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ENVIRONMENTS & WAYFINDING
Signage & Wayfinding Master Plan Grinnell College Grinnell, Iowa
A primary objective of the Signage and Wayfinding Master Plan effort and a prompt for the College’s pursuit of the signage planning effort was to capture the essence of the Grinnell College’s academic community. Using many of the architectural and regional elements unique to Grinnell College in the design language and engaging a wide range of participants from the campus community, Ayers Saint Gross translated that spirit into physical form. Through collaboration, a scheme was chosen for its seamless integration with the campus, approachable feel, and reinforcement of Grinnell College’s brand.
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ENVIRONMENTS & WAYFINDING
Branded Environment Ringling College of Art + Design Sarasota, Florida
Home to students at one of the nation’s premiere art colleges, residence halls at Ringling College provide daily inspiration for their inhabitants. Working closely with our Interiors team, we designed and detailed a feature wall that makes an impact in an already dynamic space. A script face rendered in bold faux neon, combined with stained and painted dimensional wood lettering, radiates off of the graphic black and white tile background creating an Instagrammable moment for students and visitors.
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Print, Identity & Information From simple diagrams to complex reports, logos to style guides, we shape brands and translate complex information into meaningful stories. The projects highlighted on the following pages—logos, brand guidelines, brochures, publications and marketing collateral—converse with audiences and help our clients educate, motivate, inspire and inform.
Recruitment Materials Ayers Saint Gross Baltimore, Maryland
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Naming & Branding Vertex Student Apartments Tempe, Arizona
Vertex is a vibrant residential and mixed-use community offering well-managed student housing in downtown Tempe, Arizona. In addition to the planning and architecture of this site, Ayers Saint Gross led our clients through naming and branding exercises to formulate an identity befitting this unique housing experience. The Vertex identity and name champion the brand’s vibrant and healthy spirit. Both are inspired by the signature architectural feature at the vertex of a primary intersection. The Vertex palette conveys a youthful, natural, and energetic tone that resonates with active, educationoriented residents. The final deliverable was a comprehensive style guide. The Vertex style guide governs the consistent use of the Vertex logotype, colors, and typefaces in applications ranging from business cards to promotional items. A successful implementation of the style guide is the client’s use of brand colors and logo implementation in building signage.
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PRINT, IDENTITY & INFORMATION
VISION SESSION
SCHEMATIC DESIGN
DESIGN DEVELOPMENT
DOCUMENTATI
• Refinement of selected concept • Color studies • Typographic Recommendations • Expand concept across print materials and other applications
DRAFT
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Naming & Branding Vertex Student Apartments Tempe, Arizona
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PRINT, IDENTITY & INFORMATION
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PRINT, IDENTITY & INFORMATION
Comparing Campuses Posters Ayers Saint Gross
The Society for College and University Planning (SCUP) is a “community of senior, higher education leaders who are responsible for, or are involved in, the integration of planning on their campuses and for the professionals who support them.” Every year, Ayers Saint Gross designs an informative poster for distribution to SCUP conference participants. Graphic depictions illustrate data and trends in higher education in a visually compelling and concise way. Posters are printed locally using 100% post-consumer recycled paper with quick drying UV inks.
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PRINT, IDENTITY & INFORMATION
Student Journey Conference Booklet Ayers Saint Gross
This pocket-sized book was created to promote the firm’s expertise in college and university student housing at a national conference. It invites you to experience the transition from a traditional freshman residence hall to the autonomy of an upper-class apartment via two pop-up spreads. In addition to information graphics describing our process, this book also delineates square footage and bed count for our recent projects alongside renderings and photographs. Our designers and printers worked in tandem to ensure precision in every aspect of its design, from custom die-cuts to hand folding and gluing.
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Sustainability Posters Texas A&M University College Station, Texas
This series of posters were designed as a part of Texas A&M University’s Sustainability Master Plan. The Master Plan has three primary objectives: to better integrate social equity objectives with environmental and economic efforts, to balance the need for long-term structure with short- and mediumterm accountability, and to advance the university’s AASHE STARS performance. Each poster features themes with accompanying illustrations to further support and engage Aggies in their sustainability goals and mission. Topics included the campus’ bike rental program, recycling, social sustainability, and more. An accompanying folded brochure was also developed in conjunction with this effort.
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PRINT, IDENTITY & INFORMATION
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Energy District Illustrations Confidential Client
Ayers Saint Gross was engaged by a Developer/ Engineer team with the goal of creating a Renewable Energy District. This unprecedented project includes the development of multi-use buildings that collectively operate on the same renewable energy sources. In order to gain buy-in from city officials, community leaders, stakeholders, etc., illustrations of the energy systems were formatted into a presentation that is used to advocate to and teach these groups about the project. The illustrations were created to simplify the complicated systems and highlight how they contribute to the energy and efficiency of the site.
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PRINT, IDENTITY & INFORMATION
Integrated Space Plan University of Virginia School of Engineering Charlottesville, Virginia
This vibrant 150-page publication details the University of Virginia’s School of Engineering and Applied Science’s Integrated Space Plan (ISP). The ISP aims to align the school’s academic plan and strategic goals with the existing space inventory and its future needs stemming from ambitious growth aspirations. Using infographics and a bold color palette, the document provides a creative visual interpretation of the analysis and research behind the complex planning project.
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Publication Design Lehigh University, Goodman Campus Bethlehem, Pennsylvania
The Lehigh University Wellness Community Master Plan is one of the first of its kind. It will be an active and mixed-use place blending campus and community, built on promoting and supporting health and wellness. This report was designed to summarize the plans and goals of the Master Plan and is used as a marketing piece to gain developer interest. Bold photography and color are used throughout to excite and connect viewers to the potential of the community. The imagery emphasizes how the project will drive growth and enhance the quality of life in the region.
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PRINT, IDENTITY & INFORMATION
Publication Design University of Denver Denver, Colorado
Boasting 125 acres and a student population of over 11,000, the University of Denver is the oldest independent private research college in the Rocky Mountains. The Denver Advantage Campus Framework Plan supports the evolution of the university’s campus through time, while keeping its core values at the forefront. The printed report serves as a promotional record of the planning process— exhibiting a culmination of renderings, diagrams, data, and ideology behind the plan’s design intent. In order to simplify the rich content within each section, the report utilizes a system of typographic hierarchy which provides direction and consistency for the reader. The University’s spirit of exploration and discovery served as the inspiration for the sophisticated, yet playful details designed to display the illuminating master plan guiding the school into the future of higher education.
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SELECT CLIENTS American Campus Communities Areas USA MDTP, LLC Arizona State University Bowie State University Calvin College
Kansas State University
Towson University
Lafayette College
University of Baltimore
Lebanon Valley College
University of Chicago
Maryland School for the Blind
University of Maryland, College Park
Marymount University
Clemson University
Medical University of South Carolina
College of Charleston
MEP Associates
Compass Group
Minnesota State University
DePauw University
Missouri Botanical Garden
Duke University
Moravian College
Eckerd College
Morgan State University
Emory University
Mount Saint Mary’s University
Enoch Pratt Free Library
National Aquarium in Baltimore
Frederick Community College Frostburg State University George Mason University George Washington University
Northwest Missouri State University Ohio University
Gettysburg College
Ringling College of Art & Design
Goucher College
Smithsonian Institution
Grinnell College
Swarthmore College
Gustavus Adolphus College
Texas A&M University
Hobart & William Smith Colleges
The Community College of Baltimore County
Howard Community College
The Ohio State University
Johns Hopkins University
Thomas Jefferson Foundation
University of Maryland, Eastern Shore University of North Carolina at Charlotte University of North Texas University of Richmond University of Rochester University of Scranton University of Southern California University of South Carolina University of Virginia University of Wisconsin Virginia Commonwealth University Wake Forest University Washington College Washington University in St. Louis Wexford Science & Technology, LLC
SEE SOMETHING YOU LIKE? Ayers Saint Gross is always on the look out for new and interesting collaborations. PLEASE CONTACT: Lindsay Story, Creative Director email lstory@asg-architects.com phone 410 347 8500
BALT IMORE 1040 Hull Street Suite 100 Baltimore, MD 21230 WASHINGT ON D. C. 1100 First Street, NE Suite 800 Washington, DC 20002 TEMPE 60 E. Rio Salado Pkwy. Suite 701 Tempe, AZ 85281 An employee-owned design firm.
