Innovative Design is a family of designers, photographers, videographers, and creatives at the University of California Berkeley. Established as a special project of Berkeley's academic senate, Innovative Design offers creative services to on-campus organizations and off-campus businesses.
In the rebranding effort, the marketing team (Jason Vizmanos, Shyan Kashani, Amy Clark, Elizabeth Lin, and I) aimed to update Innovative Design's image while maintaining the integrity of the previous logo. We changed the color palette from red, which held too many associations with our rival school Stanford, to a fresh cyan.
As Innovative Design expanded over the years, it grew from one team of visual designers to a dozen teams across multiple disciplines. Teams other than design began to feel overshadowed and undervalued within the organization. The new brand identity accommodates these teams with their own sub-brandmarks.
Applications of the brand have included websites, flyers, banners, posters, laptop decals, pins, stickers, shirts, books, and social media. But the greatest challenge in designing for a family of creatives was leaving enough flexibility for Innovative Design members to play with the brand for years to come. Here are just a few remixes.
Credits to Alice Pang, Haidee Pan, Catherine Zhou, Charisse Celestial, and Tina Xu.
A special thank you to Jason Vizmanos and everyone who has extended the Innovative Design family across Berkeley.
