WORKS
CalArts
Visual Identity, Branding, Typography
Instructor — Paula Scher
2025
CalArts is located in the suburbs, geographically isolated from the city center. I reinterpreted this isolation not as a disadvantage, but as the school’s greatest strength: a place of undistracted focus.
The isolated circle in the letter 'r' symbolizes this unique positioning—a creative sanctuary where students can fully immerse themselves in their craft. This "Dot" also serves as a multi-layered homage to CalArts' heritage: it references the ears of Mickey Mouse, the conceptual art of John Baldessari, and motion capture markers. To bring this concept to life, I utilized p5.js coding to automate the random placement of these dots. This generative approach ensures the system remains dynamic and unpredictable, mirroring the school's experimental nature.
Typographically, the identity balances the avant-garde with the academic. While the display type is driven by the geometry of Futura, I paired it with Univers for body text to introduce a grounded, scholastic tone. This combination enables "witty moments" within the layout—allowing the system to be playful and experimental while maintaining the clean, simplified structure required for an educational institution.