New Branding and Identity
The Berkeley Institute of Data Science (BIDS) needed a new and unique branding and identity system that fit within Berkeley’s existing color palette. We began by exploring broad questions like: What does data science look like? We asked ourselves how far we could push a visual motif that implies big data without being too literal or narrow in focus. Limiting our creative output to paper in order to explore more ideas quickly, we sketched concepts and sought out visual clues.
Choosing a Logo
Sketching yielded a few interesting ideas. We began to digitize some of them and start to explore the typography in Illustrator. From there, we emerged with three distinct design directions, each using a dot-and-line motif. After the first round, we narrowed it down to two design directions. BIDS selected the direction that used concentric, curved lines. We then developed full name and acronym logos using the selected design.
"We are thrilled with the site that Chapter Three designed and developed for us! They are extremely thorough and were able to deliver a beautiful site that does everything we were hoping it would."
