Design Minds branding

As part of the committee for an AIGA Philadelphia initiative to create a graphic design camp for minority high school freshmen and sophomores, I designed an identity system that includes a fluid logo that will utilize the contribution of the students. Bound by the constraints of a fixed grid, red pixels, and the name, participants will design their own versions of the logo as a lesson in branding, composition, and pushing the limit of legibility. Once the camp is launched as a pilot here in Philadelphia, a toolkit—including a style guide—will be built to pass along to other AIGA chapters interested in recreating the camp in their respective cities.