CSUS CARLSEN CENTER BRAND IDENTIY CREATION
PROJECT OVERVIEW
Project Role: Graphic Designer & Researcher
Class: Graphic Design 199
Client: Carlsen Center for Innovation and Entrepreneurship
Touchpoints: Brand Identity System, Print and Digital Marketing Collateral
OVERVIEW
A complete branding system for California State University, Sacramento’s Carlsen Center for Innovation and Entrepreneurship.
OBJECTIVE
The goal for this branding project was to create a identity system for the university’s newly opened Carlsen Center for innovation and entrepreneurship. This identity had to both breathe as an extension to the university’s branding system whilst also being able to stand as an independent entity within the greater entrepreneurial ecosystem of Sacramento.
THE BRAND SYSTEM
With aims to increase attendance amongst the student/community target audiences for the Carlsen Center, the branding system was built using a modern visual approach with means to freshen up the look of their visual identity–presenting a clean and welcoming look. In establishing the foundation of the centers visual identity, the inclusion of the green brand colors as well as the circular/wave-like forms throughout the branding system—helped connect the space’s look to the overall visual identity of Sacramento State. In addition, the inclusion of elements outside of the university’s visual system such as alternate typographical choices as well as the orange and bright green colors, assisted in solidifying the center’s independency from the campus.
However, the identity also needed to communicate the core pillars of the Carlsen Center. In order to do so, the brand mark was created through a combination of visual segments that represented each one of the center’s core beliefs: Hub (establishing the center as the epicenter for innovation and entrepreneurship in the Sacramento area), Collaboration (working together to build up the entrepreneurial communities), and Innovation (embracing and nourishing new ideas). All of which, come together to create the brand mark and inspire the rest of the visual system.
