COCA students lead a chaotic, busy life and, as such, often have a chaotic style of working. Yet from this chaos we create amazing things. 

This identity for the College of Creative Arts celebrates not only the wonderful things we create, but also the hard work that goes into making them.

Using anamorphic type at different perspectives, this dynamic identity demonstrates how creative, innovative and diverse the College of Creative Arts is. The logo also demonstrates the idea of collaboration; of different pieces working together to form a whole.

The use of the identity in the new COCA building serves to give it a creative spark, making it an inspirational place for students to work. 

The identity applied to a business card.

30 different iterations of my logo represented on cards to give a tangible view of my concept.

to push the concept of the outside building projections further I want to have little snippets of the identity on the inside of the building. They will appear as little sparks of creativity within the building. Like the outside projections, these inside ones will be connected to the main image in the foyer, so they will move randomly when someone is controlling it in the foyer. Unlike the outside projections however, these will be a cropped section of the identity so will appear as random colours moving. The idea reminds me of a crystal we used to have hanging in our kitchen window. The wind would move it and rainbows would randomly move about. 

I really like the idea of the building seeming alive with the random colour and shape movement as it relates to the concept behind the building name and the building telling you to be creative. I see these little sections within the building as small reminders for students who are spending hours on end working away inside. 

to keep things interesting and fresh, the projectors could be moved from time to time to make the identity appear in new places: a dynamic interior design system!

been working on some visuals to show my gallery idea. this time instead of a projection it is a touch screen, same control stand at the front tho so the user can remix the look of the gallery by changing the anamorphic type. the user can touch one of the pieces to see the full picture and information about the project such as the name of the student who created it, the title of the piece, a blurb and a link to where they can find further information if they want such as a blog or email address to contact the student. 

I’ve always wanted a place to see work from students in other classes and other papers and disciplines and a continuously updated gallery like this would be a great way for students to see each others work and to connect with each other if they see a project they like. I think this would encourage more connections and collaboration between disciplines.

the anamorphic AUAHA applied to the building. 

I think i really like the idea of this being projected onto the building rather than COCA, as it is still obviously part of the CoCA branding, but it gives the building its own identity.

and a close up of the projection in the foyer. 

I got worried that College of Creative Arts wasn’t anywhere tho… so tried this:

opinions?

and on the back of the building I have two possibilities:

the identity (still connected to the foyer) projected on the window.

or as a wrap around like the front facade

because the letters in AUAHA are the same backwards and forwards, the first one could be confusing and it might appear as if it is spelt wrong…. so perhaps the bottom one is best.

auaha in anamorphic type looks quite different to CoCA because of the lack of curved letterforms. but this is nice because it creates different shapes

COCA merging into AUAHA. 

not 100% sure what i think about this yet. but i’m pretty sure I don’t like it.

going to try the AUAHA on its own in place of the moving COCA in the foyer. 

perhaps a brighter version of the Massey colours?

one this one which is Massey blue, the secondary grey/blue colour and a derivative of the massey gold (to make it a bit brighter)

or this one which is 3 of the secondary palette colours, plus Massey blue and the derivative of the gold

The inclusion of the yellow gold colour is making me like these secondary colours a lot more, compared to my last attempts with them because i think it needed that bright element. The one directly above lends itself to assigning a colour to each of the 5 schools within CoCA too if I wanted to look into that. 

or this one which I’m quite liking that I see as a grown-up take on primary colours. which could possibly fit the brand well given that primary colours connect to every discipline and are the base of art in general. Again this is built from the Massey blue, derivative of the gold and the secondary palette pale eggshell blue and red.

really need some help in choosing tho (out of these or previous options) so please, opinions in the comments!