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The concept was inspired by constellations and stars, based on the premise that Leeds College of Art Alumni are a network or system of talented people who shine in their chosen professions. The College is steeped in history so a traditional serif typeface felt the most appropriate choice. This will appeal to the broad target audience as well as communicating the professional and high quality image of the College and the Society. Baskerville provides the most creative and visually pleasing design. Although forming a geometric ‘star shape’, the shapes created at the centre evoke a more organic and artistic form.

LCA Alumni Identity Brief Proposed Logo and Identity Lisa Whitaker 1/3


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The logo can be applied across a range of colours including white, solid black, tints of black and tints of a spectrum of colours; depending on the context and target audience of the communication. For example the bright coloured version would work well as a Twitter favicon for the Alumni Society. The concept could be extended to consider a colour for each graduating disciplines of Alumni, past and present. The typeface for the logo and strapline is Demi-bold and Bold Italic ITC New Baskerville. This typeface would not be used for the main body copy of any communication. A sans serif typeface such as Helvetica could work well.

LCA Alumni Identity Brief Applying the identity Lisa Whitaker 2/3

A A

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A A

Shining since 1846

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L E E D S C O LLEG E O F ART

A A

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A LUMNI

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A A A

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Caslon designed in 1725, revival 1840’s

A A A

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A A A A A A

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ALUMNI

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Orator designed 1962

A A A

A A

LCA Alumni Identity Brief Concept development Lisa Whitaker 3/3

Clarendon designed in 1845

A A A

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Baskerville designed 1757 with a revival 1920’s

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Colour, transparency and overprint all emphasise the layering and offer deeper meanings to the logo; connoting diversity, transition and movement.

ALUMNI

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Clarendon was the best fit with the College history, being designed in 1845, however Baskerville designed in 1757 provided the most aesthetically pleasing design.

A A

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The star symbol initially seemed too obvious however using the letter A to form the stars added an interesting dimension. Several typefaces were considered, both aesthetically and also to connote historical meaning. This included researching design dates and where the typefaces were designed. The College is steeped in history and ‘Alumni’ is closely linked with tradition, so a serif typeface seemed the most appropriate choice.

Trajan Pro designed 1989

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Twentieth century designed 1959

LEEDS COLLEGE OF ART ALUMNI

A A A

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LEEDS COLLEGE OF ART ALUMNI

A A A

A AA

A A A

1846


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