Designing a Brand Identity

Below is a full breakdown of how I designed the University Technology Enhanced Learning (UTEL) Brand Identity.

What is a UTEL?

UKZN Technology Enhanced Learning (UTEL) was established to provide a suite of technology-rich teaching and learning solutions and innovative pedagogies, using eLearning, online learning, blended learning, and the flipped classroom approach.

My Brand Identity design approach.

UTEL needs a full brand identity package which includes the Brand Logos, Brand Style Guide, Business Cards & Letterheads, Interior Design revision, and Signage renders.

The Logos

Style

I have chosen a monogram logo style where the Brand’s Name, colours, and graphics are strategically combined to create a symbolic expression of the UTEL brand.

Brand’s Name

I created a custom typeface to form the ‘U’, ‘E’, and ‘L’ characters, with the ‘T’ being formed with graphic elements. Their letters (U, E, L) have a consistent colour scheme and similar dimensions, with the ‘U’ slightly modified to align and blend with the graphics of the ‘T’ structure.

The ‘T’ Structure

The letter ‘T’ is made up of a stem, terminal, and arms and in this case, coloured shapes and graphic icons are combined to form the ‘T’ letter. Each of these graphics is strategically aligned and purposefully placed to carry out a specific meaning(more on this in the Brand Style Guide).

The Final Logo

Here is the final logo, designed in Adobe Illustrator and then turned into a 3D structure in Blender.

The Final Logo - Icon Mark

Colour

Black

Grey

White

The Final Logo - Full Lockup

Colour

Black

Grey

White

The Brand Style Guide

Next was writing and designing the UTEL Brand Style Guide(in Adobe InDesign), a document filed with the UTEL brand’s history, logos, and colour meanings. I then researched the best font paring for the brand and included the findings in the document.

Below is the full 32-page style guide.

The Interior Design

The UTEL building needs some interior design revision and I set out to conceptualise and design the new proposed look. With the UTEL logo colours being so vibrant, I thought it would look good if we adopt a similar design approach to the UTEL buildings. This style is also found in Cape Town’s Bo-Kaap.

Design Approach

3D design the UTEL building in Blender and do all the interior designing virtually, then render for real-life and precise examples for easier approval. The project has indeed been approved and is in the process of re-interior design.

UTEL Building foyer BEFORE interior design revision.

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