SINGLE COLOR AS BRAND, PALETTE AS CATEGORIZATION El Gordito, Puerto
ArqPoli Brand Identity Redesign
In 2007 we rebranded The School of Architecture at the Polytechnic University of Puerto Rico as a center from which shifting points of view—multi-layered camouflage— are experienced by students and faculty alike.
The School’s updated identity constitutes a metaphor for an institution on whose shoulders rests the responsibility of defining strategies for the future. A system of three graphic gestures—sketches—becomes a branding device, one highlighted by its associations with action, intervention and ideation. Shifting points of view, experienced by students and faculty alike, are represented through a multi-layered brand approach where a changing canvas grounds the hand-drawn typographic mark. Process becomes the core idea. Consistent change anchors the brand’s system.