Conestoga College's Bachelor of Design graduating class hosts an annual brand identity competition for their year-end showcase. The 2023 design brief focused on growth, expansion, non-linearity, and peaks and valleys.
Our winning identity, Baseline, used a mix of traditional collage, topographic maps, and math-inspired visuals to reflect these ideas. Photomontage conveyed the creative chaos of the design process, while grid structures and typographic precision grounded the system. The integration of dynamic collages embodied the success, excitement, and creativity of the graduating class.
Project Team
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Vienne Seto
Objectives
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Visually express the exhibition’s core themes
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Create promotional materials that attract employers, faculty, and supporters of the graduates.
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Blend traditional and digital techniques into a cohesive brand experience
Deliverables
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Logo and graphic system
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Colour palette and typography
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Poster series
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Static and motion social media assets
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Website banner
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Custom photography and illustrations for each graduate
Design Approach
The word Baseline inspired the visual metaphor of exponential growth and mathematical precision. The logomark references a Cartesian plane, with a square exponent symbolizing non-linear progress.
Textbook fragments and mathematical diagrams were collaged into topographic landscapes, referencing both academic growth and the emotional ups and downs of creative work. The flipped “i” in the wordmark creates an exclamation mark, a playful nod to excitement and celebration.
The typeface Mundial was chosen for its modern, legible forms and strong typographic hierarchy. Colours were sampled from the collage work to ensure harmony and accessibility.
Outcome
Baseline was selected as the official branding for Conestoga’s 2023 Bachelor of Design showcase and received the 2023 RGD Student Award for Advertising Design. The campaign celebrated creativity through controlled chaos, mathematical symbolism, and a blend of media that echoed the class’s transformation over four years.
