Impetus
Each quarter, OSU Rec Sports requests a new seasonal "logo" for the intramurals program. The logo would be put on whatever promotional materials were needed for the program and its individual sporting activities. In the past, these were all treated as separate design tasks by multiple different student designers. When I became the point-person designer for intramurals, I decided to make this project about more than just a logo.
Objectives
The Goal
Create a comprehensive visual "brand" for OSU intramurals that ties together all of its print and digital materials while distinguishing each season.
Considerations
OSU brand rules prohibit departments or programs from having their own permanent brand distinct from the university, which is why this "brand" needs to change every quarter. The visual elements also need to align with the university's greater brand identity, which means conforming to OSU typefaces and colors.
Process
Design Ideation
For each quarter, I created a map of word associations for sports and the given season and sketched ideas related to those words. The first quarter in fall 2024 was the most open-ended stylistically and thematically. The system of layouts and motifs settled over the course of the year into a consistent visual language.
Selection
For each logo I came up with 3 pictorial marks and 3-4 variations that arranged them with the intramurals title text in different ways. My graphic design team would meet to review the selection and select 2-4 of the strongest final options to present to my Rec Sports clients, who then picked their favorite.
Design
Visual Language
The visual language combines collaged photos of real students playing intramural sports with abstract color and shapes that convey movement and dynamism. The colors and type used comply with greater OSU brand guidelines and I made heavy use of the secondary color palette.
Applications
The total promotions included 4 seasons of general promotions, information about free agents for team leagues, and 63 total individual sporting leagues, tournaments, and other events.
Print formats included two sizes of posters, information rack cards, and letter flyers. Digital formats included vertical and horizontal TV screens and Instagram posts and stories.