Mount Pleasant, MI
Central Michigan University Athletics
Responsibilities: Art Direction, Branding, Illustration & Composition
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Fire Up Chips!
Project Overview: The following is a creative exploration and rebranding of Central Michigan University Athletics.
Since 1996, the athletic department has used the “Action C” as its core identity component. In effort to bring attention to the athletic brand with a more contemporary design - as well as lean into the branding of the past - a new CMU athletics logo has been created.
The new athletics identity includes a new color scheme that is richer than the current identity, with a darker maroon and a traditional gold. We’ve also introduced a shade of silver for special usage. Most importantly, this branding aims to be simple and adaptable. It also includes tasteful visual representations of the Saginaw Chippewa Indian Tribe that highlight its prideful ingenuity.
The current CMU athletic identity does not include such nods to the tribe, so the hope with this exploration is to include it in a manner that is respectful.
