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Creating a strong and impactful visual identity for brands and companies is essential. This follows suit for institutions and academic departments. Tulane School of Architecture recently announced its partnership with renowned design firm Pentagram and unveiled its reimagined visual identity. Together, Tulane and Pentagram created a "new suite of branded materials and an entirely redesigned website."

According to Tulane, the school is entering a "new era of educating future professionals in the built environment on the importance of navigating humans' relationship with water and supporting local communities in a wide range of design challenges." With this in mind, the visual rebranding also aimed to cultivate discourse in how the school addresses "pressing environmental, social, and economic challenges."

Video courtesy of Tulane University School of Architecture.

The Pentagram design team brought an impressive level of expertise into the collaborative process we undertook to conceptualize the school’s mission and focus as a school uniquely located in the heart of the Gulf Coast. — Iñaki Alday, Dean of Tulane School of Architecture.

The graphic design work and research that goes into developing a renewed visual identity for any group or organization takes time, collaboration, and constant interaction. According to Iñaki Alday, Dean of Tulane School of Architecture, the collaborative efforts with Pentagram's design team allowed the school to highlight its history, ethos, and regional significance. "The Pentagram design team brought an impressive level of expertise into the collaborative process we undertook to conceptualize the school's mission and focus as a school uniquely located in the heart of the Gulf Coast," explained Alday.

The result is a reimagined visual identity that "connects" the institution's mission and focus of interdisciplinary work to develop a fresh visual narrative. "The new 'T' merges Tulane and the contemporary world of design, echoing the school's broad range of academic offerings in the fields of architecture, design, historic preservation, sustainable real estate development, and social innovation and social entrepreneurship," Tulane noted.

DJ Stout, principal of Pentagram's Austin, Texas office elaborated: "Our design concept began with the iconic Tulane shield logo and wordmark, translating that traditional imagery into a modern context for the school’s forward-focused community." As the lead designer for the school's visual identity, he added: "Working with the Tulane School of Architecture was a designer’s dream — a client that appreciates the importance of design as a tool for communicating identity, sparking inspiration, and forging community building."

Image courtesy of Pentagram/Tulane School of Architecture.

Along with the new visual identity, the school's website was completely redesigned. To accomplish this, Pentagram sub-contracted Ponticlaro, an Austin-based web development firm, assisted with the production and implementation of the new web presence. The school stated that this website re-working helps create a "streamlined design, a mobile-first focus, easy-to-use navigation, and editorial flexibility." Also, new admission materials and templates for publication were delivered by Pentagram for the school to use on future projects.

To view the new Tulane School of Architecture Branding Guidelines, click here. Read more about the visual identity project on Pentagram's website and visit the new Tulane School of Architecture website.