The School of Visual Art’s Masters in Branding program was the first of its kind. Now in its 10th year it was time to give the masters of branding a rebrand. So we took on this highly meta endeavor. Culture reflects branding and branding reflects culture. So we had to create an identity that represents this symbiotic, constantly-evolving relationship. We worked with Commercial Type and typographer Berton Hasebe, to build a continuous typeface made from thousands of unique ligatures, creating an uninterrupted flow of characters that crash together and constantly redefines itself just as our world does. We launched the rebrand in NYC with our Masters In…campaign to highlight past, current and future masters in the field.