In the fall of 2024, the VTSU Wellness Center approached our class with a request to redesign their logo and brand identity. Prior to this, each campus within the Vermont State University system - Castleton University, Vermont Technical College, and Northern Vermont University (comprising Johnson State College and Lyndon State College) — had developed their own individual identities. However, these identities lacked cohesion and alignment with the overarching VTSU brand. The Wellness Center sought a unified design that would embody wellness while seamlessly integrating into the VTSU brand identity.

To initiate the design process, I developed a comprehensive creative brief and mood board. These tools guided my exploration of themes such as holistic wellness, inclusivity, and the diverse identities of each campus. A central concept emerged: creating a primary logo composed of four individual elements, each representing one of the four colleges within VTSU. This approach symbolized the unity and collaboration among the campuses.

Creative Brief Pages

Throughout the design process, I focused on incorporating elements that conveyed themes of wellness and growth. The final logo features a stylized human figure, a heart shape, and a clover—symbols associated with vitality and well-being. Each campus's identity is represented through distinct color palettes, reflecting their unique histories and cultures. Notably, I chose to exclude the Northern Vermont University colors, as the institution was relatively short-lived, and I felt that the individual campus colors provided a more authentic representation.

The culmination of this project was a set of logos for each campus along with a unified VTSU Wellness Center logo. These designs were accompanied by a comprehensive graphic standards guide to ensure consistent application across various platforms and materials. The final deliverables were presented to the Wellness Center, providing them with a cohesive and adaptable brand identity that reflects both their mission and the diverse communities they serve.

A link to the full Graphic Standards can be found here.