"Art Center DOT Launch Branding Program"
Designer(s): Earl Gee, United States
Category: Corporate Identity, Professional
About the Artist
Art Center College of Design is known for its orange dot logo. DOT Launch is the school's new entrepreneurial initiative providing enterprising Art Center designers with the knowledge, experience and resources to develop entrepreneurial ventures. Our solution uses the orange dot to connect the initiative to the school and a 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 "Empowering Design Entrepreneurs" clearly defines the initiative's focus, identifies its audience and references the launch theme. The logo can be used in a number of different signature configurations to meet a wide variety of space requirements, resulting in an extremely flexible branding system. The animated intro connects the rocket launch identity to a pencil point as the genesis for innovative design ideas, while transforming the orange dot into a visual representation of empowering design entrepreneurs. The secondary symbol system places Art Center's orange dot at center of each of the entrepreneurial initiative's core aspirations. The business card typography creates a rocket exhaust trail. The rocket tip points to the person's name and title on the orange back. The shirt uses a striking black background to introduce the logo and tagline on the front while displaying the logo on the back. The award recognizes the contributions of Partners, Mentors and Entrepreneurs, using the logo to create unique dimensional form. The email announces events, lectures and workshops, using color to define each area of content. The website introduces the rocket launch concept and serves as an all-encompassing resource for Art Center designers seeking to become successful design entrepreneurs.