Bruce Mau Design

An identity for an institution on the move

OCADU: An identity for an institution on the move

OCAD University, Canada's preeminent art and design school, sought a new visual identity that would reflect the 135-year-old institution's desire to move quickly into the future.

BMD worked collaboratively with OCADU staff in an intensive research phase, and gathered additional input from OCAD U students and alumni. The result of our efforts was a dynamic and modular identity, which we introduced in a 2-minute video.

Each year, the school invites a select group of graduating students to design a logo within the basic window framework, meaning that the emblem changes annually. As OCAD U grows and matures, a library of identities will emerge, with records of ideas and aesthetics gathered over time.

The visual identity was designed to be a true reflection of OCAD, as an inclusive, vibrant and vital institution built on creativity, risk and innovation.

A very good combination of serious starkness with creative whimsiness.

Under Construction