A variety of fonts were being used across campus, many of which did not align with our brand standards. To address this, I developed a new set of fonts and usage guidelines, providing a fresh start for our visual identity. It was also essential to choose fonts compatible with our new website. I sought buy-in and feedback on my selections before finalizing the new typography.
Gardner-Webb University Brand Refresh and Style Guide
One of my goals at Gardner-Webb University was to evolve and elevate the brand through a brand refresh. The planning of the University's new website provided the perfect opportunity to study and update the brand, allowing us to unveil both the refreshed brand and the new website simultaneously.
Associate Vice President for Marketing,
Creative Director
Illustrator, InDesign, Photoshop
My first step was to thoroughly understand the existing brand and analyze its strengths and weaknesses, enabling me to identify areas for improvement.
The words 'Gardner-Webb' and 'University' were not visually aligned in the horizontal logo. Make the horizontal logo to the primary logo, as it's the one most used.
Update the typography in tandem with the new GWU website being designed. Establish clear specifications on typography usage.
Remove complementary colors and emphasize the color red (instead of black and red) to create a lighter feel. Add new colors to support the website and digital design.
Include more guidelines about the use of the Athletics' 'Bulldog' logo.
I designed our style guide to be accessible in both PDF format and as a dedicated section on the Gardner-Webb website. Below are excerpts from the style guide.
Under my creative direction, my team and I integrated the refreshed brand into our design work. From environmental designs to postcards, our efforts were increasingly recognized across campus for their strength and impact. A few examples are below.
Top Areas for Improvement and Refreshing
Top Areas for Improvement and Refreshing
Canvas artwork was sprinkled throughout campus.
Canvas artwork was sprinkled throughout campus.
An environmental design was created for the space above to emphasize the brand and create a more memorable entrance to the Admissions office. A mockup of the space is below. The red wall (below) is the angled wall in the photo above (on the left).
Excerpts from the Old Brand Style Guide
Excerpts from the Old Brand Style Guide
I noticed that the word "University" was not visually aligned in the original logo. I fixed the alignment during the brand refresh.
Below are a few examples of the improvements that were made to the style guide.
Before, the primary black was emphasized just as much as the primary red, creating a heaviness to the brand. In the refreshed brand, black still plays a role, but red is the dominant color, which lightened the brand a bit. Also, I eliminated the complementary color palette because it wasn't used much, and instead, I introduced a few warmer colors to support the website and our digital design work.
Spreads from the Residential Living Publication
Spreads from the Residential Living Publication
Update the GWU letterforms for use as school spirit graphics.
Include more details about our brand and define how the University's tagline should be used.
Remove the 'super flame' graphics, which were outdated and encouraged breaking the logo into pieces, which I wanted to avoid.
Create a collection of approved photos for campus community access, and add more details about incorporating the brand
in photography.
The words 'Gardner-Webb' and 'University' were not visually aligned in the horizontal logo. Make the horizontal logo to the primary logo, as it's the one most used.
Update the typography in tandem with the new GWU website being designed. Establish clear specifications on typography usage.
Remove complementary colors and emphasize the color red (instead of black and red) to create a lighter feel. Add new colors to support the website and digital design.
Include more guidelines about the use of the Athletics' 'Bulldog' logo.
Update the GWU letterforms for use as school spirit graphics.
Include more details about our brand and define how the University's tagline should be used.
Remove the 'super flame' graphics, which were outdated and encouraged breaking the logo into pieces, which I wanted to avoid.
Create a collection of approved photos for campus community access, and add more details about incorporating the brand
in photography.
Gardner-Webb
Brand Refresh and Style Guide
Under my creative direction, my team and I integrated the refreshed brand into our design work. From environmental designs to postcards, our efforts were increasingly recognized across campus for their strength and impact. A few examples are below.
My first step was to thoroughly understand the existing brand and analyze its strengths and weaknesses, enabling me to identify areas for improvement.
Associate Vice President for Marketing,
Creative Director
Illustrator, InDesign, Photoshop
The words 'Gardner-Webb' and 'University' were not visually aligned in the horizontal logo. Make the horizontal logo to the primary logo, as it's the one most used.
Update the typography in tandem with the new GWU website being designed. Establish clear specifications on typography usage.
Remove complementary colors and emphasize the color red (instead of black and red) to create a lighter feel. Add new colors to support the website and digital design.
Include more guidelines about the use of the Athletics' 'Bulldog' logo.
Update the GWU letterforms for use as school spirit graphics.
Include more details about our brand and define how the University's tagline should be used.
Remove the 'super flame' graphics, which were outdated and encouraged breaking the logo into pieces, which I wanted to avoid.
Create a collection of approved photos for campus community access, and add more details about incorporating the brand
in photography.
I designed our style guide to be accessible in both PDF format and as a dedicated section on the Gardner-Webb website. Below are excerpts from the style guide.
