Center for Design

The Center for Design (CfD) at the College of Arts, Media and Design is a hub for interdisciplinary design research — both areas are collectively conceived and shaped through joint initiatives led by accomplished faculty who excel in different disciplines.

Situation: As a brand new entity, the CfD was in need of a symbol and visual identity to create awareness of its existence and promote its endeavors.

Results: Originating from the “CAMD square,” the logo is built on the concept that the CfD is a place from which ideas emanate. As a sub-brand of CAMD, the visual identity utilizes the same color palette and fonts, along with thick interlocking squares, abstract graphics and clean design to represent its interdisciplinary nature. Added bonus: just one logo was presented and it was approved by the 8 core CfD members almost exactly as is.

My role: Creative Direction + Design (while at CAMD)
Logo animation: Bryan Wu co-op
Additional designers: Cara Ciardelli, Laura Song co-op (DRW 2025)
Photographers: Kelly Chan, Rongrong Juno Zhu