It's challenging to brand an institution that refuses to be pigeonholed. California Institute of the Arts (CalArts) is a vibrant arts school known for its creative freedom and unconventional exploration, yet a set of brand standards was needed to guide the school’s spirited visual identity. Rather than starting from whole cloth, the core identify of the school was embraced and expanded upon. The resulting system provided a visual cohesion to the school’s disparate parts without shying away from the audacity and experimentation that are CalArts’ hallmarks.

SERVICES

Concepting
Art Direction
Graphic Design
Illustration

 

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Type designer Ben Woodlock was commissioned to create McBean, an original typeface based upon the letterforms of CalArts’ logo.

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