ArqPoli Brand Identity Redesign

Branding

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.

ZOOM

The School of Architecture at the Polytechnic University of Puerto Rico, with one of three architecture programs in the 100 mile-wide island, welcomes a new dean to re-position the curriculum’s academic focus. Market saturation pushes for visual separation while the new dean requires a branding system on which he can construct his coming communications platform. Students and faculty long for an identity to which they can relate.

ZOOM

In 2007, the school re-branded with a conceptual move: an illustration of a military helicopter used as graphic camouflage—that was not well received. The 2011 re-branding had to ground, present and explain the project in a relevant, justified way.

ZOOM

The other two schools on the island use classical imagery—columns, blueprints—or highly digital references—pixels, screens—to brand themselves to the public.

ZOOM

Client
ArqPoli

Year Completed

CREDITS _ Graphic Design Alberto Rigau Offset Printing Model Offset Printing

ArqPoli Brand Identity Redesign

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