GROW FROM WHERE YOU ARE PLANTED

PROJECT TYPE

Naming
Branding and Identity
Graphic Design

STATUS

Completed in 2019

We worked with our friends at UAP Tandang Sora to come up with the name and branding for the architecture design competition that they were launching in 2019. 

Sora TREE, an existing lecture series also organized by UAP-TSC, was also in need of a logo and some branding basics. With several discussions of tying the two programs together, our challenge was to create a linked visual identity for the two with related logo marks.



GROW FROM WHERE YOU ARE PLANTED

PROJECT TYPE

Naming
Branding and Identity
Graphic Design

STATUS

Completed in 2019

We worked with our friends at UAP Tandang Sora to come up with the name and branding for the architecture design competition that they were launching in 2019. 

Sora TREE, an existing lecture series also organized by UAP-TSC, was also in need of a logo and some branding basics. With several discussions of tying the two programs together, our challenge was to create a linked visual identity for the two with related logo marks.


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Brainstorming name ideas that would tie in together with TREE, we came up with SEED (Search for Emerging Exceptional Design). The name concisely conveys the purpose of the competition, mostly discovering raw talent from architecture students and the newer players in the industry.

With the vision of the competition encompassing more than just architecture but also the allied arts, the name is also broad enough to fit with any theme or concept that UAP-TSC will come up with every year.

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Going beyond linkage of the two programs through their names, each logo also visually connects with the other. Inspired by the Yggdrasil from Norse mythology, the logo depicts a tree growing out from the soil. The SEED is also shown buried in layers of soil, starting to grow into a TREE. Each logo has several versions that can be used separately or in tandem, if needed.

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We refrained from designating any colors or secondary typefaces for the branding of both programs to keep it flexible enough for the annual themes. But we also helped them develop with the visual identity for this year, using a restrained color palette and simple shapes, keeping the logo front and center to establish brand recall. We designed the official poster that was distributed online and to schools.

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As the design competition was for a community/civic center, we also came up with part of their marketing materials for social media. Using photos of several notable community center designs, we used the same basic shapes and colors as the uniform treatment for the photos, helping to tie them in together with the visual theme.

We also designed the physical exhibit showcasing the entries for the 2019 competition, set up at the UAP Headquarters lobby.