Lesley’s new visual identity reflects a creative, collaborative community of educators, artists and counselors.
Friday, February 07, 2014
To do this we had to change not only what we say, but how we say it. The look and feel of our communications had to transform—to be bold, creative, exciting, and energized.
Lesley’s new identity is the culmination of months of research and conversations with thousands of of university stakeholders. We spoke with alumni, faculty, students, and staff to understand Lesley’s history and aspirations, and we used the information as the foundation for our creative approach.
As part of this complete overhaul of Lesley’s identity, we seized the opportunity to take a fresh approach to the university’s logo. At the outset of the process, more than 2,000 stakeholders offered feedback on initial options. Hundreds of sketches, concepts, refinements, tweaks and font choices later, the new logo came to life as a dynamic representation of the university.
The eye-catching logo captures the creative, collaborative community of freethinkers, educators, artists and counselors who make up our alumni, students, faculty and staff. It is designed to communicate Lesley’s commitment to creativity and interdisciplinary instruction.
“Lesley’s new logo and brand is consistent with the university’s history, but also projects a contemporary and engaged institution,” says President Joseph Moore. “The new messaging reflects our authentic identity as an organization that fosters creativity, learning and service of the highest quality, and in the Lesley spirit, the process was a true collaboration among faculty, alumni, students and friends.”
The project, led by Lesley’s creative team, was an exercise in collaboration. Designer Michelle Side, who earned a Bachelor of Fine Arts in design from Lesley in 2011, conceived the original idea, and a team of designers worked alongside her to refine it, including Geoff Fried and Jim Hood, faculty from Lesley’s College of Art and Design.
“It was an exhaustive process to add to it and tweak it, and then there was this magic moment when it all came together,” Michelle recalls with excitement. “I’ve been doing branding work ever since I graduated college, but this has been a really interesting project to constantly consider all the audiences and incorporate what everyone is thinking. The community helped create it.”
The university is proud to say that the logo was developed, from start to finish, as a collaborative, visual representation of the past, present and future of Lesley University. The intertwining “L” shapes speak to the interdisciplinary nature of the institution, while the imagery of interlocking links serve as representations of how four distinct schools fit together as one cohesive university. The font is Sentinel, a typeface that harkens back to the Enlightenment, evoking a sense of heritage worthy of Lesley’s rich 105-year history.
At the same time, the dimensionality of the logo reflects the university’s creativity — not exclusive to the arts, but across everything we do, from how we approach our curriculum, meet the challenges of the education system, tackle mental health policy, and more.
Eye-catching crane keeps construction in full swing on Lunder Arts Center
Doris Kearns Goodwin transfixes audience with humor, human side of legendary presidents
Unique science and service semester in Guyana wins national award
Lesley wins top prize for eco-friendly commuting from Green Streets Initiative
View all News
Three Interesting, Maybe Conflicting Ideas from Boston's SXSWedu Meetup
Professor Sue Cusack speaks about Lesley’s innovative technology partnership with Kennedy-Longfellow SchoolWBUR | Learning LabJuly 11, 2014
Artist Adam O’Day Wins Boston’s “Portrait of a City” Competition
Lesley alumnus Adam O'Day, who earned his BFA in illustration and design, wins Boston's "Portrait of a City" competition Boston Magazine July 8, 2014
San Anselmo arts veteran named head of Marin Center
Lesley alumna Gabriella Calicchio, who most recently served as chief executive of the Walt Disney Family Museum, will head California's Marin Center. Marin News July 8, 2014
'Transit' Captures the Spirit of Boston & Wins the Portrait of a City Competition
Artist Adam O'Day, who holds a BFA from Lesley’s College of Art and Design, won Boston's "Portrait of a City" contest BostInno July 8, 2014
Woods Gallery shows off ‘Wastelands'
Soviet-born artist Marat Paransky, who holds an MFA from Lesley, stages a new exhibition of art made from materials that would otherwise be thrown away Daily Tribune July 7, 2014
John SullivanDirector of Communications617.firstname.lastname@example.org
Amanda McGregorCommunications ManagerPhone: email@example.com
Lesley UniversityOffice of Communications29 Everett StreetCambridge, MA 02138Phone: 617.349.8579Fax: 617.349.8522Email