1. Summarize the problem you set out to solve. What was the challenge posed to you? Did it get you excited and why?

OCAD University, Canada’s pre-eminent art and design University, had achieved
degree-granting status and with that, a new name reflecting that status. They hired BMD to create a new visual identity that would reflect the path of a 135-year-old institution moving
quickly into the future. Being that this was an art and design school, one of the most significant challenges we faced was designing a new identity for an audience we knew would be extremely critical, artists and designers.

2. What point of view did you bring to the challenge? Was there anything additional that you wanted to achieve with this project or bring to this project that was not part of the original brief?

Though all the team members had relationships with OCAD U (students, guest lecturers), BMD approached the project with an open mind, letting the process — interviews, workshops, online engagement— define the visual design direction. The University wanted the world to know about what makes them unique and exceptional: the work of their students. There was also a desire to have an identity that could be at times playful and adventurous, while also being able to be serious and formal.
Above and beyond the design brief, both OCAD U and BMD strived to create an identity that would not only be timeless, but grow and get richer over the years.

3. When designing this project, whose interests did you consider? (Discuss various stakeholders, audiences, retailing, manufacturing, assembly, distribution, etc., for example.)

The BMD team worked collaboratively with OCAD University staff on an intensive
research and engagement plan. We solicited the interest and opinions of students, alumni, faculty and staff and the community at large. We connected and collaborated with people on a local, national and international level.

4. Describe the rigor that informed your design. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) If this was a strictly research or strategy project, please provide more detail here.

An extensive research phase was key to understanding this complex institution. By facilitating interviews, designing multiple workshops, disseminating questionnaires,
leading classroom discussions, connecting through social media – we were able to
excavate the stories and spirit of OCAD U. The synthesis of this material led us to a
robust set of 5 design principles that would guide the design work. The visual identity
needed to be a true reflection of what we heard and saw. We also engaged in a highly iterative sketching phase exploring a wide variety of directions. After a concept was chosen we worked closely with design faculty on the steering committee to finesse the final design.

5. What is the social value of your design? (Gladdening, educational, economic, paradigm-shifting, sustainable, labor-mindful, environmental, cultural, etc.) How does it earn its keep in the world?

The final design is inspired by the iconic and transformational Alsop-designed building that houses OCAD U, BMD created a base of black and white pixel ‘windows’– modular frames to hold actual student art and design work. It is through these ‘windows’ that we see the core of OCAD U that is often hidden from view –
conceptually strong, diverse, and compelling. Every year, graduating student medal winners will be invited to contribute to
the logo within the basic window framework, providing a set of logos for that year. The identity system reinforces the idea that it is the students’ ideas and work that is key to this institution and will hopefully be a point of pride and inspiration and the sense that anything is possible.
As OCAD U grows and matures, a living library of identities will necessarily emerge,
recording the ideas and aesthetics that have shaped our culture over time.

6. If you could have done one thing differently with the project, what would you have changed?