Design and Art Direction
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Duke University - GTD Branding

 
 

Duke University - Giving To Duke

 

The project challenge was to create a new branding system for Giving To Duke - division of Duke University - while maintaining a strong connection with the Duke University brand. We focused our project on creating a strong and colorful visual system, which included a new lockup, system of patterns, colors and text styles. Each of them would later be used along with an appropriate initiative or theme.


 
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By creating abstractions of the shapes of letters within “Giving To Duke,” we identified baseline geometric shapes to serve as key elements of the visual brand. Using two shades of Duke Blue as our foundation, we formulated a dynamic complimentary color palette. 

 
 
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The new Giving to Duke brand highlights the breakthroughs made possible by philanthropy .

 
 
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