(WISE) Learning Community Rebrand
objective:
Create a working logo suite and brand identity for the Women In Science & Engineering learning community (WISE) at UW-Madison. The old logo was expensive to reproduce due to its complexity in color and design, so the new logo needed to be high contrast, distinctive, and have simpler use of color. The community also wanted a logo that better represented their students, who are interested in pursuing careers involving science and engineering. I combined symbols of various science disciplines, using a gear to reference engineering, valency to represent chemistry, and a DNA strand and Fibonacci spiral to tie in biological sciences. The WISE lettering is custom type that references science fiction designs like Star Wars and NASA, which resonated well with student focus groups.




Fira Sans type specimen. Included with final materials for client.

Logo evolution.

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