Project Type: Brand Identity Design
Tools: Adobe Illustrator, Adobe Photoshop
Buley Art Gallery is a progressive exhibition space located on the lower level of the Hilton C. Buley Library at Southern Connecticut State University in New Haven, Connecticut. My client requested a separate brand identity from both the university and the library. Because the gallery is situated within the library, the branding needed to acknowledge its connection to the school while highlighting their own identity.
Design Challenges: When creating the brand identity, the client wanted a way to acknowledge its location within Buley, but specifically emphasized that the focus should remain on the artwork being showcased in the gallery. The goal was to build a unique presence that didn't feel like a standard department of the university.
Solution: I began by exploring how to borrow elements from each character in the "BAG" acronym. The client liked the idea of building the logo from the letters themselves but felt that focusing too much on the "B" and "G" distracted from the overall message. After a few iterations, the client requested a more contemporary, Bauhaus-inspired aesthetic. I pivoted to using simple geometric shapes and forms to construct the word "BAG," using a bold red for the "A" to create a distinct focal point.
Result: The final brand system includes a primary, secondary, and tertiary logo, along with a stamp mark. This suite of assets allows for flexibility across various formats, from social media to physical signage, while maintaining a cohesive and culturally respectful visual language.
