Identity
These designs are of a theoretical re-branding campaign for a technical institution consisting of a print catalog, site redesign, new logo, and merchandise. The reason I choose to do the redesign for the Rochester Institute of Technology (R.I.T) is because I found in my research that the current identity of R.I.T was not portraying them as a institution that
is competitive with other colleges in the market, most notably Massachusetts Institute of Technology (M.I.T).
For the redesigned logo I used the sans-serif typefaces Akzidenz Grotesk and DIN to give the school an more technical aura that was lacking in the schools previous mark. The scheme the catalog is to portray the “path to learning” and in the process do an effective montage throughout the whole directory showing the reader different images of the school. The use of esoteric schematics as background texture is to show the technical prowess of the institution. For the website mock-ups I choose to do a design that is similar to the catalog. I used a left bound menu because I found in my research that the typical top bound menu structure used by most college websites are cumbersome and confusing.