Disclaimer: this one technically wasn’t an assignment. I chose to do this because the current logo was embarrassing and not a good reflection of the organization. My personal challenge was to make something that would stand out and stand the test of time.

UCTV is the University of Connecticut’s TV station if you couldn’t already tell, and the organization is split into 6 different departments. I wanted the brand to communicate the depth of the organization, as most students didn’t recognize us as being more than just Channel 14. UCTV had evolved into a multilayered content production organization, but the brand didn’t evolve with it. The aperture is a defining symbol for film and photography and represents the roots of UCTV. I designed the aperture specifically with 6 different-colored pieces to represent each department. The aperture converges to form the play button which defines the transition from strictly television-based content to a new era of online-centered content.

None of the members of UCTV really took this idea seriously. The board members sort of just laughed it off until one day I came to them armed and ready with a presentation on why we should update the brand. After some deliberation, the board took the unprecedented step of accepting an unsolicited brand redesign as the new face of UCTV.