How do you brand an institution that refuses to be pigeonholed? While serving as Director of Creative Services at CalArts I oversaw an effort to develop a set of standards to guide the school’s visual identity. Rather than starting from whole cloth I embraced and expanded upon what was already there. The resulting system provided a visual cohesion to the school’s disparate parts without shying away from the audacity and experimentation that are CalArts’ hallmarks.
CalArts Intro from Joseph Prichard on Vimeo.
I commissioned type designer Ben Woodlock to create McBean, an original typeface based upon the letterform of CalArts’ logo.
