ARTCENTER EXTENSION: RE-BRANDING

Software Used: Cinema 4D, Redshift, After Effects

ArtCenter Extension had long wanted to modernize their branding, including their logo, website, UI/UX, and more. This was considered a high-priority item due to the dated design of their website.

I was responsible for creating some looks in an attempt at modernizing ArtCenter Extension’s (ACX) look. My job was not to create a new website or UI/UX, but to create a new look on which those could be based off of.

ACX has 5 different variations of lettertype in the logo. With a vibrant color palette, the website also uses basic shapes, such as squares, triangles, and circles. With this information, I decided to create animations implementing the changing letters, shapes, and colors.

Using different colors, I wanted to emphasize the diversity of ArtCenter Extension. ACX is designed to be more accessible to students, and this has invited a very diverse student body into the courses. The students all have unique backgrounds and motivations for taking their classes. By creating variations with the vibrant colors, we are inviting people of all backgrounds into ACX.

I also used the shapes to emphasize the fun, playful nature of ACX’s course offerings. With courses available for kids and teens to take, as well as night classes for adults, there is something for everyone.

Unfortunately, with the closing of ArtCenter Online (the department I worked under) I was unable to complete all five logos, and the redesign of ACX was officially scrapped.

Variation 1

Variation 2

Animation

After the initial logo redesigns, I was asked to create a longer animation. I worked on crude storyboards and created a brief narrative to try and emphasize the playful nature of ACX. I came up with a brief pitch and then got to work creating it using Cinema 4D and X Particles. Unfortunately, the project was shut down before we could add sound.

Applications