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New Logo and Identity for Common App by Tomorrow Partners
 

before

after

Noted Aug. 6, 2019 by Armin

Industry / Education Tags /

About

(Est. 1975) “Common App is a non-profit membership organization representing nearly 900 diverse institutions of higher education. We connect applicants and those who support them to a wide array of public and private colleges and universities across all 50 U.S. states, and 20 countries. Each year, more than one million students - a third of whom are first generation - apply to college, research financial aid and scholarships, and connect to college counseling resources through Common App.”

Design by

Tomorrow Partners (Berkeley, CA)

Related links

Common App press release
Tomorrow Partners project page (for strategy)
Tomorrow Partners project page (for identity)

Relevant quote
The first shift for the brand was to update the name from The Common Application to Common App, which is more colloquial, friendly and modern, but also reflects how it’s commonly referred to.

The brand’s original logo felt stayed and exclusive, which didn’t reflect the diversity of their nearly 900 member institutions. The new logo brings a fresh look to the brand, one that is lighter and more open, both literally and figuratively. Using a stylized version of the letters C and A, it creates a symbol that evokes fluidity and infinite possibilities.

Tomorrow Partners project page (for identity)

Images (opinion after)
New Logo and Identity for Common App by Tomorrow Partners
Logo.
Logo animation.
New Logo and Identity for Common App by Tomorrow Partners
Sub-brands.
New Logo and Identity for Common App by Tomorrow Partners
Icon set.
New Logo and Identity for Common App by Tomorrow Partners
Website.
New Logo and Identity for Common App by Tomorrow Partners
Prospectus.
New Logo and Identity for Common App by Tomorrow Partners
Map for college counselor’s offices.
Opinion

The old logo looked like the cover title treatment of a law book, the kind there are 30 tomes of. To its credit, it looked academic and very serious. The new logo is more in tune with the times with a geometric sans serif, in lowercase, for added friendliness, and an abstract icon, which is a “C” and “A” fused together. I can sort of see it but I sort of don’t buy it in its final form, for which I don’t have a good interpretation of. A checkmark maybe? An application sheet traveling through a digital process? It feels like it’s asking for an interpretation but there really isn’t a clear one. While the new logo looks better it’s also very ambiguous now and could apply to any industry. The applications are all fine; clean, clear, and to the point without much fuss other than some gradients. Overall, a visual improvement and the website — the main point of interaction — is solid but perhaps all a little clinical and distanced to engage students.

Thanks to Ty Blits for the tip.

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Comments


Logo Before & After
Sample Application

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