The hottest topic that is being discussed recently among my fellow OCAD students is the new visual identity of our old school, OCADU. It has already been the third visual identity change in my years upon graduating from this school. How many identities do they need to make? I was taught that a successful visual identity needs to be memorable and make a lasting impression. But what’s with the ever-changing identity from a school that teaches you this theory behind? How are people going to remember which logo if we keep on changing it? I seriously didn’t know what to expect from it in the beginning because the last visual identity that they came up with was not so impressive and I was a little bit embarrassed about it as well. It was often being made fun of due to its lack of creativity, it was merely just cropped typography in a box that actually emphasized on the word “FART”. But of course, I am still very attached to my old school and I am still very excited about everything that they do or come up with. At first glance, the new logo actually is quite disappointing to me. I see 3 random boxes with the letter, “U” hanging on or not even incorporated into the logo as a whole. But then after reading the full article on the meaning and the concept behind this logo, I started to feel it. I feel the spirit of OCAD, I feel the culture and all the school memories that I had with this school comes alive again. The boxes actually represent the OCAD windows or the checkered boxes of the OCAD building. It is through these windows, that we see the core of OCAD or now known as OCADU.
This is a dynamic and modular identity and every year the graduating student medal winners will be invited to design a logo within the big window frame for that year. As OCADU grows and matures, a living library will emerge, recording the ideas and aesthetics that have shaped our culture over time.
The more I look at this logo, the more I like it, because almost everytime it is different. Honestly, how many identities out there that allows for “personalization”? There’s a whole lot of possibilities and creativity that can be emerged from this logo, and this is exactly what OCAD U is all about. I am anticipated to see more interesting usage with the new logo in the future! Rock it OCADU!
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