(Est. 1928) “ Kendall College of Art and Design (KCAD) is a NASAD-certified college of art and design located in downtown Grand Rapids, Michigan, United States. As a college within Ferris State University, Kendall College of Art and Design prepares students for leadership in the visual arts, design, art history, and art education; provides innovative, collaborative education that fosters intellectual growth and individual creativity; and promotes the ethical and civic responsibilities of artists and designers, locally and globally.”
Grey Matter Group (Grand Rapids, MI)
The desire for a comprehensive new system, which still honors our classic logo, was clear.
This daunting task was undertaken by the Kendall alumni forming local agency Grey Matter Group, and created in partnership with additional Kendall alumni, faculty and staff.
Therefore the college is proud to begin to reveal the "morph" system, a flexible new collection of type and marks designed to represent all areas of the college, in a myriad of different situations, from a very small screen graphic to large banners and billboards.
Clearly there is still plenty to be seen about this identity but I think we can all see how it plays out: a slightly shy flexible identity that sounds better in theory than it does in practice. The integration of the scribble and the "K" is better now than it was in the previous the logo and the typography is a little more interesting than but it still looks a little like patchwork.