Overview: Duke University is a private university located in Durham, North Carolina. This case study focuses on the redesign of their current logo being used for their athletic programs. During my research I found sometimes in their advertising, they will incorporate their mascot, the blue devil, or go with a stand alone “D”. I designed a logo that creatively encompassed both ideas, allow for consistency across their advertising materials, brand collateral, and more.
Tools: Adobe Illustrator, Adobe Photoshop
Logo Design
I’m from Syracuse so designing something for Duke does go against most of my morals but l should be safe since this is just a concept for a logo but not put into actual use.
After researching, I wanted to design a logo that incorporated both of their current logos they use across athletic advertisements as well as for the university itself. I merged their mascot, a blue devil, and their stand alone “D” logo to create an alternate logo that incorporates both ideas.
I could see this being used on apparel, brand collateral, social media, digital and print marketing, etc.
Brand Collateral
This is an example of a typical brand collateral package that is designed once a style guide is established. Included is a folder, envelope, standard business card, and a letter head design.
Showing how a logo can be used in practical items that aren’t considered marketing or advertisement is important because it shows the versatility of the logo as well as how it can be used internally amongst a team. This ensures the brand is not only embraced publicly, but also privately and strengthens it’s presence and voice.
Helmet Design
Over time the Duke University football helmet has been designed multiple ways. From featuring the mascot only to just typography a logo type, the helmet has gone through a variety of iterations. Looking at their past designs, this redesign made sense as it blends the two designs they’ve seemed to struggle with choosing in the past. With this design, there isn’t a need to choose as it implements both ideas into one design.