Arts
OCAD unveils its new brand identity
A nondescript brown box arrived at blogTO headquarters yesterday. Inside was a large white shirt, a black tote and a bunch of brochures. What did they all have in common? They were all emblazoned with OCAD's new logo - you know, the one designed by Bruce Mau Design, the same firm responsible for the AGO's new look.
According to the press release sent our way, the new identity was arrived at "through a process that included interviews, workshops, questionnaires, leading classroom discussions and social media - all with the goal of engaging participants and extrapolating the stories and spirit of OCAD U."
So did Mr. Mau earn his paycheck on this one? We want to know....Take our Facebook poll.
Here are more images of the new brand identity plus an excerpt from the press release.
From the press release:
Inspired by OCAD U's iconic and transformational Alsop-designed Sharp Centre for Design, BMD created a base of black and white pixel 'windows' -- modular frames to hold actual student art and design work. Through these 'windows' the core of OCAD U is presented - conceptually strong, relevant, diverse, and compelling. "As we push the boundaries of art and design practice, education and research, so too does our new identity, giving the world a window into what we do here," said Dr. Diamond.
The identity is dynamic and modular in design. Every year, graduating student medal winners will be invited to design a logo within the basic window framework, providing the university with a set of logos for that year. As OCAD U grows and matures, a living library of identities will emerge, recording the ideas and aesthetics that have shaped our culture over time.
Discussion
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Objectively, I think the logo is a win, as it communicates the message of art and design. Its a fresh look that resonates with current design trends.
I really like the student card design, but am pissed cause now the AGO probably won't let me in with my student ID....
I appreciate it's important for institutions to be properly named (God forbid someone calls Ryerson a Polytech) but I doubt anyone will ever be saying "oh-kayd-you"
the word "trend" indicates that it is now "au courrant" and might just as easily be scoffed at in the near future.
As a designer myself, I avoid trends at all cost.
Trends are fleeting. Style is eternal.
I give the new logo a passing grade, but it's nothing special.
Failure in my eyes.
Digression: It's funny how OCAD and NSCAD now have a U tacked on at the ends, even though it's kind of contradictory to call each places Colleges and Universities... but it sounds better to keep the C consonants in their names.
I like how that large square encourages and reflects new interpretations and visual ideas to be used,,, which is a fitting metaphor for what an art college should be anyway.
The arrangement of the squares in at least one of the formations above reminds me of a robot. That's a good thing. Might make for a cool animated piece.
B-
class of '93
Bruce Mau design. top qual.
OCADU is a different place. Time will do that. The boxes and assorted letters in the logo echo my feelings as I step into the entrance of the new building. I do love the exterior though.
Love the way they think at Bruce Mau Design. I'll try to get my internship there next year...!
PS - Ms. "Paige Steel" - a shout out to Page + Steele?
the student ids are super slick too
our current ones are incredibly ugly.