Visual Identity

Harn Museum of Art / School of Art + Art History
University of Florida

Design Direction


Visual identity and design proposals for HESCAH, a partnership between the University of Florida’s School of Art + Art History and the university’s Harn Museum of Art. HESCAH sought to define a recognizable visual presence that would distinguish them as a unique entity amongst various institutional departments.

/ Design Detail / The outlined letterforms, open at each left edge, allow movement through and around the shapes—in contrast to the visual staccato of a six-word program name. The H alone is an alternative mark, and can be used both straight and at a 45 degree angle. This mark can pair with the long form name, as the letterform’s missing line, or as an open hinge.