CREATIVE BRIEF
First-generation students blaze a trail for future generations with their unwavering determination and play a vital role in enriching Notre Dame's community. The "Golden Generation: First Under the Dome" initiative was created by the Notre Dame Student Government, Diversity & Inclusion: First Generation Low Income Division. As Deputy Director of the department, I was responsible for creating a brand identity that accurately represents the first generation community. My goal for this design was to create a memorable, unique logo that conveys the pride and prominence in identifying as "first generation." I achieved this by creating a simple, memorable logomark and an identity that evoked a sense of community and pride. The final branding components reference the Notre Dame community and this sense of prestige through a sophisticated, dynamic brand palette. The sparkle logomark alludes to Notre Dame's golden dome and the admiration of identifying as a first generation student.
BRAND IDENTITY SOLUTION
Since the Golden Generation initiative is meant to rewrite the perception of being first generation, I opted for a serif with modern proportion like Proxima Nova. I chose gold and navy as the primary brand colors to visually communicate the strength and resilience of first generation students.
The Golden Generation initiative includes a podcast, which serves as a space for discussion, student stories, and community for first generation students at the University of Notre Dame. I decided to position this monthly podcast as accessible to a wide audience within Notre Dame's campus through discussion of important resources and topics that can enhance any student's experience. I designed a hand-drawn cover to visually represent the approachability and accessibility of the podcast.
As part of the initiative, we created pins and stickers for FLI week—a week of programming in celebration of first generation low income students. We handed these pins out to students and faculty who identify as first generation in order to promote visibility and pride in identifying with the term. I opted for a handwritten calligraphy style for these pins to match the podcast cover, which is marketing directly towards students at Notre Dame. We wanted the pins to communicate the same approachable and fun feel as the podcast cover.
