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Rebranding the Undergraduate Student Government

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USG Rebrand

(Graphic Design + Brand Strategy)

As staff designer, I leveraged my skills to bolster the visibility of the organization to increase participation.

 

Branding Initiative

I was hired as the staff graphic designer for the UIC Undergraduate Student Government. In most years, this entailed designing posters and swag for events. However, over the previous years participation had been waning and the executives believed that a new look could bring more visibility to the organization. So, I was tasked with designing a new logo and branding scheme for the organization’s poster and communiqués.

Research Reveals Disconnect

I sent a survey to government members and delegates to understand what they believed the organization stood for and I approached students at random across campus to get a pulse for how the organization was perceived at large. I learned that the organization viewed itself as a key student run arm of the university and that most students did not pay attention to the organization’s branding because it looked like it was from a bygone era.

Institutional, Yet Playful

It was clear I needed to combine the ideas of resource and reliability that the government wished to convey with a playful aesthetic to catch the eye of students. I began by exploring logo designs that combined this. I created a few refined logos and the government members voted on which one they liked. They then deliberated on which version of their ideal logo was. While they did this, I then took this and expanded it into a branding scheme including typography and accessory visual elements. I also included a few seasons of posters that they could use for the coming years.

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