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Art Center DOT Launch Logo

Winner - Silver

Competition: Spark:Communication
Designer: Mr. Earl Gee - Creative Director, Designer, Illustrator
Design Type: Logo
Company / Organization / School: Gee + Chung Design
Website: http://www.geechungdesign.com

Art Center College of Design, a leading design school located in Pasadena, California, is known for its iconic orange dot symbol. DOT Launch is the school’s new entrepreneurial initiative providing enterprising Art Center designers with the knowledge, experience and resources to develop entrepreneurial ventures. Their audience includes students and alumni of all majors with an interest in entrepreneurship, launching businesses, licensing ideas, getting funded and being mentored. Our strategy was to create a unique and memorable logo that would clearly communicate the DOT Launch mission, connect the initiative to the school, and resonate with Art Center students and alumni. Our solution uses the orange dot to connect the initiative to the school and a soaring rocket to represent the launch of new enterprises. The logo also creates a symbolic pencil point, as many innovative design ideas originate with a simple pencil sketch. The tagline "Empowering Design Entrepreneurs" clearly defines the initiative's focus, identifies its audience and references the launch theme. The logo can be used in a number of different signature configurations to meet a wide variety of space requirements, resulting in an extremely flexible branding system. Our DOT Launch brand has successfully positioned Art Center at the forefront of design education and entrepreneurship.