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Art Center DOT Launch Branding Program
Winner - Bronze
Designer: Mr. Earl Gee - Creative Director, Designer, Illustrator
Design Type: Branding Program
Company / Organization / School: Gee + Chung Design
Art Center College of Design, located in Pasadena, California, is known for its iconic orange dot symbol. DOT Launch is the school’s new entrepreneurial initiative providing enterprising Art Center designers with the knowledge, experience and resources to develop entrepreneurial ventures. Their audience includes students and alumni with interested in entrepreneurship, launching businesses, licensing ideas, getting funded and being mentored. Our assignment was to create a compelling branding program that would communicate the DOT Launch mission, connect the initiative to the school and resonate with Art Center students and alumni. Our solution uses the orange dot to connect the initiative to the school and soaring rocket to represent the launch of new enterprises. The logo also creates a symbolic pencil point as many innovative design ideas originate with a simple pencil sketch. The tagline clearly defines the initiative’s focus, identifies its audience and references the launch theme. The multiple signature configurations create a flexible system. The animated intro connects the rocket launch identity to a pencil point as the genesis for innovative design ideas. The secondary symbol system places Art Center’s orange dot at the center of each of the initiative’s core aspirations. The business card typography creates a rocket exhaust trail. The t-shirt uses a striking black background to introduce the brand. The award recognizes the contributions of Mentors and Entrepreneurs, using the logo to create a unique dimensional form. The program has been successful in positioning Art Center at the forefront of educational efforts to integrate design and entrepreneurship.