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.
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