Director of Marketing: Drew Van Parys
Graphic Designer: Luke Despatie
Marketing Consultant: Lori Humphrey
The name of the Fleming College school was changed from Haliburton School of the Arts to Haliburton School of Art + Design to better represent the diverse range of art and design-related programs offered. Changing the school name provided the opportunity for a complete rebranding project which began with a new logo. The logo is a tribute to the campus’s iconic red doors, and also works as a container shape to express the school’s unique, studio-based programming. The talented in-house team completed the entire project, from concept to execution.
The new brand received unanimous support and buy-in from faculty, staff and external partners, and resulted in renewed spirit, excitement and pride among student groups and community members. The brand launch was a resounding success, both internally and externally.
I chose this project because the design itself is scalable to many mediums and applied to collateral in inventive ways. It looks elegant and minimal on its own as a logo, but can also be transformed into a pattern or a graphic image that works well on the mug and coasters. I also love that despite its minimalism, it still has personality and is personalized to the school by referencing the red doors. Lastly, the execution and typography are all tight. The typeface choice balances well with the heavy “H” graphic and feels appropriate for a design school.
- Sabrina Majeed