Your Students' Union Brand Design
The brief
I was asked to create concepts for a new brand identity for Coventry Students Union (CUSU) –
including a core logo design, and modifications which could work across a wide range of sub-brands; as well as colours, fonts and more
Client
Coventry Students’ Union
Services
Branding and Logo Design
While the name of the SU was changing to ‘Your Students’ Union’, I still wanted Coventry to be represented in some way in the logo design. So I explored using a ‘C’ shape, which a variety of icons could slot into for each brand or sub-brand.
I also liked that as an ‘open circle’ the icon nodded to inclusivity, allowed for flexibility across a range of brands/campaigns, and could be quite playful in its application.
The concept I produced was presented together with routes from Phoenix Creative to the CUSU Board of Trustees, who chose my proposed direction for the rebrand.
This was then developed and rolled out across a huge range of collateral in a highly
collaborative project between myself, Phoenix Creative and fellow freelance designer Laura Hills at Inky Giraffe
approach
Taking in mind student feedback, accessibility and the values of the organisation, our creative team worked closely to refine and polish the logo concepts, colour palettes and applications.
We then applied the new branding across a huge range of print and digital collateral, for the Student Union, its departments, and a variety of campaigns – including Welcome Week.
I worked on the brand guidelines document, which outlined how the brand would be applied, down to the granular details.
“Jess came up with a range of creative concepts for our rebrand, carefully considering our goals and challenges.
Jess bought a fresh, external perspective, which complemented the work of our in-house design team. Communication was clear and easy and Jess was a pleasure to work with.”
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