Campus Activities Team Brand Identity

I designed this logo for the Campus Activities Team at CU Denver [CAT] to distinguish their identity as a professional yet playful campus organization. CAT is a division within The Office of Student Life focused on creating free and reduced-cost events for students. The team endeavors to create enjoyable experiences through these events for students that feel inclusive and become opportunities to make friends on campus.

While working as the Student Graphic Designer for CAT, I was asked to create a brand identity that personalized the team and that was visually recognizable. In the debrief, the CAT supervisor requested that I include small detail of a pet cat within the logo to communicate the team’s fun tone. It was also important to her to include rounded elements to evoke an approachable tone while remaining in line with existing CU Denver organizations brand identity. Being a university organization, they could not use a brand mark to distinguish themselves and I chose to create a custom word mark that captured their identity.

Primary Lockup

Secondary Lockup

Iconic Mark

The word mark

Using GreyCliff CF oblique bold, I created a custom word mark in Adobe Illustrator. This typeface was the best choice for the brief because of the rounded corners that communicate approachability. Using the same dimensions of rounded terminals, I designed cat ears on the bottom terminal of the “c.” The word mark is playful and adapted to work across digital and print, such as on staff shirts, table cloths, event flyers, and merchandise.

Primary Brand Colors

Primary Typeface

Secondary Typeface

CAT Powder Blue Crewnecks

CAT Black Hoodie

CAT Tablecloth