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Caslon designed in 1725, revival 1840’s

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LCA Alumni Identity Brief Concept development Lisa Whitaker 1/2

Clarendon designed in 1845

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Orator designed 1962

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Baskerville designed 1757 with a revival 1920’s

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Colour, transparency and overprint offer a deeper meaning to the logo, connoting diversity, transitions and movement.

Trajan Pro designed 1989

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Clarendon was the best fit with the College history being designed in 1845 however Baskerville provided the most aesthetically pleasing design. Although forming a ‘star shape’ the patterns created at the centre are more organic and natural.

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Several typefaces were considered both aesthetically and also to connote historical meaning. This included design dates and where they were designed. The College is steeped in history so a traditional serif typeface felt the most appropriate choice. This suited the broad target audience and also communicated the professional and high quality nature of the college and society.

Twentieth century designed 1959

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The symbol of a star seemed almost too obvious however the idea of using the letter ‘A’ to form the stars quickly developed.

LEEDS COLLEGE OF ART ALUMNI

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The initial research started looking at constellations and stars with the idea that the Alumni is a huge network of talented people who shine in their chosen professions.

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Concept Development

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1846


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Proposed Concept and Logo The logo lends itself to be used 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 multicoloured version would work well as a Twitter favicon for the Society. The concept could be extended to consider a colour for each graduating disciplines of Alumni, past and present. The typeface for the logo is Baskerville, demi-bold. This typeface would not be used for the main body copy of any communication. A sans serif typeface such as Helvetica would work well The Strapline ‘Shining since 1846’ is Baskerville Bold Italic.

LCA Alumni Identity Brief Concept and Logo Proposal Lisa Whitaker 2/2

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Shining since 1846

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

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Alumni Concept Boards