Project Overview
California State University, Northridge's Ethnic Studies Center for R.A.C.E. needed a logo that could embody its mission without oversimplifying it. As a graphic designer at IntersectLA, I was tasked with translating the center's values into a single, memorable mark. I conducted thorough research across multiple cultures, studying their symbols and aesthetics to inform an inclusive design approach.
This case study is currently a work in progress.
Scope
- Designing a Type Treatment that combines Ethnic Studies Center for R.A.C.E. values and CSUN's branding.
Role
- Lead Graphic Designer
Research
During the sketching phase of the project, I specifically looked into multiple cultures that aren't often referenced in Branding.
Design Approach
The identity is built on a foundation of cultural storytelling, utilizing a bold, stacked typographic hierarchy paired with a custom iconographic system. The final logo (shown right) acts as a visual hub, integrating distinct symbols to represent guidance, heritage, and unity.
Visayan Symbology (The Diamond):
The central geometric diamond is inspired by Visayan culture, specifically referencing the scales of reptiles. In this context, it symbolizes the enduring presence of our ancestors and the guidance they provide to the living.
Sankofa (Bird):
Representing the importance of learning from the past to build the future.
Tataviam Sun:
Honors the land's First Peoples; represents life, warmth, and acknowledgment.
Denkyem (Crocodile):
Symbolizing adaptability and the ability to thrive in diverse environments.
Denkyem (Crocodile):
Symbolizing adaptability and the ability to thrive in diverse environments.
The Final Solution
The final logo features a modular layout that works across various applications (horizontal, vertical, and icon-only).
Typography
"Ethnic Studies" is set in a clean, authoritative sans-serif to ground the design academically, while the word "RACE" is emphasized in a vibrant, stacked color treatment (Red, Teal, Gold, Periwinkle).
The Mark
The central Visayan diamond anchors the design, surrounded by the Adinkra symbols, the Tataviam sun, and the Ouroboros. This creates a cohesive visual narrative that honors ancestral wisdom and local history while embracing a forward-looking, academic mission.
Main Type Treatment
Icon-centric
Vertical
