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.
Innovative Lesley program prevents summer learning lossClimate change activist Bill McKibben visits LesleyLesley expressive therapies expertise being applied at global disaster scenes to aid healingLesley's Juliana Texley is named president of the National Science Teachers Association
View all News
Artist Roberto Mighty finds stories at Mt. Auburn cemetery
Roberto Mighty, who holds an MFA in Visual Arts from Lesley, has been tapped to document famous Cambridge cemeteryThe Boston GlobeAugust 28, 2014
Wellesley resident/sex trafficking survivor crowdfunding her Ph.D.
Lesley alumna Kate is pursuing a Ph.D. in sociology to continue research on the prevention of commercial sexual exploitation of childrenThe Swellesley ReportAugust 27, 2014
Visual arts dip into theatre for Theatrical Fields
Judith Barry, director of Lesley’s MFA in Visual Arts program, brings together visual and theatrical arts in Singapore exhibitionTODAYAugust 27, 2014
Baltimore Is Using a Residency Program to Keep New Teachers
The Lesley University/Urban Teacher Center partnership is preparing teachers to thrive in high-need city schoolsMcClatchy NewsAugust 25, 2014
The CIO Minute: Daryl Ford, Lesley University
Lesley’s Chief Information Officer Daryl Ford shares his views on information technology leadershipEducause ReviewAugust 25, 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