CASE STUDY
An Engaging Brand to Reflect Prestige + Resiliency
Association of University Presses
Case Study: Visual Identity System
Creating an Engaging New Visual Identity for the Association of University Presses
The recently renamed Association of University Presses needed to rebrand and distinguish itself from other scholarly publishing organizations by developing an engaging branding approach reflective of the prestige, adaptability, and resiliency of its member presses.
Our new visual identity so elegantly conveys the spirit of the association.
— Peter Berkery, Director, Association of University Presses
We are really excited about the new visual identity. We really feel like every aspect of it, from the openness of the mark, to the warmth of the colors, to the elegant flexibility of the whole package created for us really helps carry our message forward.
— Brenna McLaughlin, Communications Director, Association of University Presses
Balancing Past and Future in a Visual Identity
(With Stakeholder Input)
Through our ecosystem evaluation, the Studiolo Secondari creative team identified key items for the AUP brand to convey, including:
Prestige
Connection to academia
Collaboration and collegiality
Enhancement of scholarly publishing reputation
Emphasis on university press model
Now, how to create a visual identity that embodied these important brand traits while remaining adaptable and resilient? The image of a book comes to mind when thinking of a university press — but one would be remiss not to recognize the significance of digital publishing and innovation in the industry.
The key was to strike the balance between respect of the past tradition of book publishing, from which university presses were born, and movement towards future digital publishing forms.
After collaborating with the creative team on visual identity designs, we kicked into stakeholder engagement. Studiolo Secondari negotiated with organizational stakeholders, including board members, to approve design concepts, distill often divergent feedback, and move the creative process forward toward a successful conclusion.
Ultimately, the creative team brought these design concepts to life, developed a brand system, and created a promotional launch video to showcase the new AUP visual identity.
Results:
An engaging AUP visual identity that is refined, reflected in its classic proportions and geometries; dynamic, reflected in its color gradation and shape shifting; and innovative, reflected in its active tension between the past and the future.
With this vibrant new logo as the centerpiece, Studiolo Secondari also influenced the AUP website and developed design systems for its publications, event materials, awards, letterhead, and communications. Ultimately the AUP walked away with a revitalized and adaptable visual identity, applied across branding channels, with full board member approval to boot.
