San Diego State University
San Diego State University wanted to create an identity program to celebrate, honor, respect and educate, while simultaneously showcasing the Aztecs and their culture in a way that demonstrates respect for the diversity of opinion and perspectives at the University. SDSU needed a logo that not only represented the University but also respected the culture of the Aztec community.
DELIVERED: Market Research & Analysis | Brand Strategy | Identity & Design Development | Brand Guidelines
BEFORE
AFTER
SDSU wanted the new logo to portray the cultural significance of the name “Aztecs“. The Spear, utilized in both primary and secondary logos, was a favorite weapon of the Aztecs and was most commonly tipped with double edged obsidian points, and symbolized offensive strength and power.
