Client Harvard University GSD
Branding, Indentity, Print Design, and Production
Harvard University’s Graduate School of Design used a more traditional approach to showing University life in its prospectus: a tri-fold design with professors lecturing on sunny grass lawns and staturesque photos of the campus’ iconic buildings. When Jessee Designs was asked to reconsider how the school communicated its mission to the public, one thing came to mind: this is not design school. The GSD needed a reinterpretation of what defines a design school from both a curatorial and design standpoint that would distinguish it from other schools.
The first consideration asked ‘what will draw attention to this document?’ The school uses these books at events and as promotional material for prospective students, faculty, and visitors. The redesign creates an ‘object’ out of the book. The cover retools the GSD’s classic logo into a black-on-black stamp, and the same black foil is applied to the edges, creating a solid black object.
Inside, the first half of the book takes the reader on a visual narrative of a semester at the GSD — full bleed photos ranging from the grass ‘welcome’ mat at orientation to the messy studios, lectures, reviews and even the annual Halloween Party. The photos culminate with the end of year show and commencement. Jessee Designs gained access to the school’s vast image bank and curated the text-free photo essay. The second half of the book contains content on all of the programs the school offers. Each program is defined by a different color selected from the GSD’s suite of color swatches, so it is easy and fun to flip through it and locate each section.
Printing and Production Riegelmann Printing
Photo Credit Ronald Yeung