The Juilliard School rebrand (fictional)

A new (fictional) identity for The Juilliard School, designed as a class project at ArtCenter College Of Design.

The Juilliard School is internationally renowned as a leader in performing arts education. Founded in 1905, the school offers undergraduate and graduate degrees in dance, drama, and music. Located at Lincoln Center in New York City, Juilliard produces the highest caliber of actors, musicians, and dancers from all over the world. Juilliard’s multidisciplinary curriculum and multiple performance venues poses an opportunity to create a utilitarian identity system that can unify the Juilliard school divisions and can communicate through different applications.

The Juilliard School’s performative logotype consists of modular forms that have an inherent dynamism of which can be applied as a tool to communicate in a number of ways. The performance calendar, for example, utilizes the rectilinear forms from the logotype which holds content and organizes information for digital and print based uses. The business card is activated on both sides by taking advantage of the logo form and its modularity. Also, the logo forms are used for the environmental application as a welcoming visual component for students and faculty as they enter and leave the school’s beautifully designed architecture by Diller Scofidio + Renfro, FXFOWLE. The expansion and retraction of graphic forms utilizes compositional arrangements to emphasize spatial cognizance similar to music scores and dance labanotations. The proposed Juilliard brand identity serves as a communication tool to provide students and faculty with a performance and a sense of clarity to the daily rigors of school life.

While the modular logo is custom drawn, the primary typeface family used for the rebrand is Univers (just like in The Juilliard School’s actual identity).

This project was awarded the ADC Young Ones 2018 Bronze Cube and the Core77 Design Awards 2018 Student Notable.

Mentor/Instructor: Brad Bartlett
Consultants: Clint Disharoon & Yuma Naito