ITERATIONS THE

Ahec Logo Redesign

To begin brainstorming methods to improve the user experience of Auraria Campus, I first focused on the Auraria Higher Education Center’s (AHEC) identity as it is currently present on campus. As it stands, the individual education institutions on the campus have strong visual identities while AHEC’s is not as present.

My first step in learning more about AHEC’s identity was to read their brand style guide. This included information regarding their logo and brand colors. The shape of the current AHEC logo is a visual representation of the three institutions on campus–CCD, MSU, CU Denver–with AHEC being represented as the triangle uniting the entities in the middle.1 The AHEC brand utilizes a triangular shape as an allusion to traditional imagery surrounding higher education; the blue colors are presented as colors that evoke feelings of truth, honesty, and integrity.2

After reading more about AHEC’s brand, I decided to begin by updating their logo. I started by thining about AHEC uniting the three institutions while also experimenting with the AHEC letters. However, after receiving feedback, I realized that the original logo was also meant to resemble the letter A in the negative space.

As a result, I went back to sketching and experimented with how I could break apart the letter A to communicate the same ideas as the original logo while creating a new logo that is inviting, resembled the letter A, and would help inform my process of creating user experience solutions on campus.

1 Brand Style Guide (Denver: Auraria Higher Education Center, 2017), 3.

2 Brand Style Guide (Denver: Auraria Higher Education Center, 2017), 3.