Davidson College Lgotype

Upstatement brought me in to work on the lettering portion of the redesign of Davidson College’s branding. The goal was to design something that felt classical but very confidently part of the 21st century. I drew a number of different options but nothing felt quite right. Then, the colors for the branding were selected and the logotype popped into my head. It was to be a wedge serif that was as bold, sharp and proud as the new red. The final version is almost exactly what I saw in my mind. I subsequently drew the new DC monogram, the mascot name and text for the new seal to bring everything up to the new standard.