ARIZONA STATE UNIVERSITY
Upon presenting several design schemes for the identity of this new institution, it was mandated that the existing Arizona State University logo and color palette be incorporated on all applications. Developing yet another word mark would have only challenged and confused this dictum, so the ASU logo was instead embraced and utilized as a springboard for the design.
The scheme takes as its starting point the sunburst graphic found in the existing ASU logo, which is repeated and stacked to create an explosive motif. As these concentric sunbursts bleed off the page, a limitlessness is implied to reference F.A.R. @ A.S.U.'s intended global impact. The typography is treated in a straightforward manner so that the existing Arizona State University logo can coexist harmoniously.
The sunburst motif is printed on the back of the letterhead, which reads as a subtle watermark from the front of the page. The center of the sunburst is die-cut on the business card to create a framing device, while the expanding rays are stamped in gold foil on the back.
