TXST2101–2103
Objective
Craft a versatile and consistent visual design system that evolves with the university's changing needs.
Project Information
Client — Texas State University
Scope — Brand Identity / Visual Design System
Date Completed — 2021
Project Description
Texas State University recently achieved two significant milestones: solidifying its position as a top-tier research institution and nurturing diversity and inclusivity within its expanding student community. The 'TXST NEXT' brand campaign embodies the values of progress, achievement, and innovation. Our objective was to create a distinct visual system to amplify this bold and energetic message.
We began by emphasizing the typographic relationship between 'TXST' and 'NEXT,' forming the basis for versatile lock-ups. Next, we developed secondary design elements, with color pairings, pattern systems, image effects, textures, typographic hierarchy, and layout systems to enhance the utility and flexibility. This adaptable design system is used across diverse marketing materials, spanning digital media, advertisements, signage, executive communications, and student acceptance letters.
Texas State University recently achieved two significant milestones: solidifying its position as a top-tier research institution and nurturing diversity and inclusivity within its expanding student community. The 'TXST NEXT' brand campaign embodies the values of progress, achievement, and innovation. Our objective was to create a distinct visual system to amplify this bold and energetic message.
We began by emphasizing the typographic relationship between 'TXST' and 'NEXT,' forming the basis for versatile lock-ups. Next, we developed secondary design elements, with color pairings, pattern systems, image effects, textures, typographic hierarchy, and layout systems to enhance the utility and flexibility. This adaptable design system is used across diverse marketing materials, spanning digital media, advertisements, signage, executive communications, and student acceptance letters.
01 – Overview
02 – Brand Identity
02.01
Flexible Logo Marks
The logo marks for this brand campaign were a bit unorthodox. Our goal was to design an adaptable identity that could flex, scale, and fit different mediums as needed. As a result, we created two primary lockups of ‘TXST NEXT’ contained within color boxes and other variations of the mark that were not.
03 – Illustration
03.01
Illustrative Style
In the process of creating this brand, we decided to illustrate ‘TXST NEXT’ in a playful typographic style, drawing inspiration from the campus' architectural features, inside jokes, and the spirit of the student body.
04 – Animation Concepts
04.01
Movement