Alumni for Public Schools is an initiative created by The Fund for Public Schools to renovate and improve New York City's public school libraries through the donations and involvement of it graduates. It's logo needed to visualize the concept of alumni contributions at the same time it visually invoked the brand equities of its parent organization.
Our solution leveraged the color and typography of the Fund, while introducing a new graduate icon. It's arrow-like mortarboard and robe lockup were designed to speak to giving back. As such, it's presence in the logo forms a visual reveal as if to suggests that it is giving that defines the alumni community.
Additionally, the icon has become an extractable brand device used throughout other communications such as the website.
We're honored to have had the logo selected for a 2011 American Graphic Design Award in the identity category by Graphic Design USA.