Placebranding & Identity

The University of the Arts

When The University of the Arts asked CG to reevaluate their branding, CG recommended that the school formally adopt the “UArts” name already in common parlance. The new official mark combined custom drawn letterforms with a familiar symbol of the historic main building. A vertical orientation and a range of vibrant color options added interest without compromising clarity.

A resource for marketing and development on behalf of UArts, a message map was created, which charts the brand’s territory the University seeks to occupy and own. In the Image book, the main points are supported by observations and ideas that help writers and consultants stay on message.

Notable: UArts is centrally located on Philadelphia’s Avenue of the Arts.

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Photography
  • Tom Crane Photography