In 2018, a University of Guelph brand refresh required all departments to have a consistent logo that incorporates the cornerstone (see above). The challenge here was to develop a distinct sub-brand for Research Innovation that adheres to the U of G’s brand guidelines.
The U of G’s cornerstone logo was used as the basis for a distinctive graphic element of the sub-brand, creating stylized ripples to show the expanding impact of U of G research. This frame is used for RIO’s slogan and to maintain legibility and adhere to AODA guidelines when text appears on images.
I created icons based on the classic light bulb to define what RIO can do for researchers. While the light bulb is a cliché (and because it is a cliché), it is a universally recognized symbol for ideas — and is used here to impart additional ideas. A clean-line style was used, as if the icons were mathematical symbols, to represent the scientific rigour of research — and how RIO can help give researchers clarity in the often-complex world of commercialization.
How information is presented helps define an organization’s identity, just as the position of the features of your face define how people perceive you.
A grid defined by the University of Guelph’s cornerstone helps determine the position of everything else. As per brand guidelines, the University of Guelph’s cornerstone appears at the edge of the page or screen — as does the main headline — building on the brand and subliminally emphasizing that RIO works outside the box.
Negative space is also used as a design element to enhance the positive message, creating “air” within which the message can breathe.
The 2017–18 annual report was the first to incorporate the Research Innovation Office’s new identity.
Overview of Projects
Hillside HomesideLogo Design
Jaywalking GuelphLogo Design
Meat and Poultry OntarioGraphic Identity
Plain Language AssociationGraphic Design
Re-Origin of SpeciesBook Design
Write Across CanadaBook Cover
Hockey Hall of Fame Book of PlayersBook Cover Design
The Better BallotEthical Elections Campaign
Protect Our MoraineBranding
Dear Current OccupantBook Cover Design
Trina Koster PhotographyBranding
Guelph MuseumsCommunications and Exhibit Design
Guelph DancePromotional Design
Encyclopedia of WhalesBook Design
Doors Open GuelphBranding
Art Gallery of GuelphLogo and Identity
Burlington Performing Arts CentreCommunications
River Run CentreCommunications
Hillside FestivalPromotion Design
Planet Bean CoffeeBranding
Thomas VideoLogo Design
123 Woolwich Street
Guelph ON N1H 3V1
© 2020 Lind Design