MORAVIAN UNIVERSITY
Located in Bethlehem, Pennsylvania, Moravian College saught a rebrand for their transition to University status. A bold, sophisticated, and distinctive look that enhances Moravian’s position as a university that honors its past while embracing the future.
Responsibilities:
Branding • Logo Design
• Art Direction
Team:
Jordan Taylor (Designer),
Janny Ji
(Designer), Ben Law (Designer), Austin Maurer (Associate Partner), Luke Hayman (Partner)
Our team worked to highlight the beauty and charm of Bethlehem, which is currently under consideration for a world heritage site. In contrast, just across the Lehigh River is the previously abandoned Bethlehem Steel headquarters, which has become a thriving arts center.
When updating a well-known brand’s identity, focusing in on the most sentimental notes of their past and pairing it with contemporary sensibilities when developing assets can help to develop a look and feel that resonates across generations.
The Moravian Star, a symbol long associated with the church, the town, and the college, was recreated in various iterations, including a glowing 3-D animation. Custom colorings and patterns are used for special occasions such as the celebration of Pride month.
The blue and gray palette represents the choice of colors the school selected in 1894 as a gesture of unity and healing after the Civil War and was updated to illustrate higher contrast and intensity.
The wordmark, custom drawn by Joseph Miceli of AlfaType, proudly boasts its historic roots and connections to the seminary communications found in the Moravian archives. The University seal was elegantly redrawn by Roger Xavier.
The new identity was quickly implemented as Moravian introduced their 2022 class. As a university deep ingrained in their surrounding community, their updated updated signage, advertising and merchandise can be found peppered throughout the hills of Bethlehem,
Pennsylvania. Jordan Taylor - Graphic Designer
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