MAASU
Brand identity uniting Asian American students across the country.
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Role
- Graphic Designer
- Product Designer
Team
- Christian Sanders Project Manager
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Tools
- Adobe Illustrator
- Google Docs (For Remote Work)
Deliverables
Design a logotype to be used in digital and physical formats. Logo must exhibit the peace, strength, and respect that comes with the community-building of its organization. It will also be used as a letterhead for all formal public statements.
MAASU stands for the Midwest Asian American Students Union, a network that connects hundreds of college students looking to evoke social awareness across the country. They approached me for a logo redesign to represent a transition of leadership.
This project was done remotely, with the project manager based in Ohio while I was based in Chicago at the time.
In order to facilitate an efficient back and forth, we collaborated on a design brief together. The below answer in the brief sparked my research into strong imagery and an exploration of symbols that represent change.
Q: What is the overall mood you would like your new logo to project?
A: The mood of the logo should reflect strength and unity.
MAASU was founded in order to create a space for dialogue across the midwest, and to represent the often fractured voices of the midwest Asian American community. Thus, we would like a "strong" design.
Visual Exploration
Winning Logo
After presenting the possible logos to MAASU's council, the Triskelion-A logo was voted as the official MAASU logo. This version balances a Triskelion inserted in the center 'A', supported by a fire-red bar.
Follow-up Mocks
