USC Rebrand Proposal
This rebrand of the University of the Sunshine Coast identity was created as part of a four day workshop run by Australian designer Ken Cato. Designed to disrupt conventional branding methods of following design trends which become outdated and repetitive, a new process that led to a modern re-imagining of the USC brand while paying homage to the original was the objective. The brief required a logo and surrounding collateral to work as complete brand identity to be considered as a success.
The project was another cooperative effort, contributed towards by myself, Daniel Kane, Kym Franklin, Bolivia Baran, and Stacey Goebel.
Starting from the historical elements of the USC logo, its key definitive colour was the deep green, and its key shape was the starburst, representing the sun. In recognising this history, we used the modern technology of 3D modelling to simulate realistic lighting and depth to the logo, allowing the logo to both represent the sun and show the influence of the sun’s light on shapes. Each leaf is an abstraction of the shape of a “dog-earred page”, a reference to the practice of referring to particular pages in journals and academic papers.
Using a 3D model also allowed us to simulate other expressions of the logo, such as different colours, different angles, and as a sculptural piece.
Our rebrand proposal was praised by both Ken and the USC faculty.
