The challenge: To promote and raise funds for a newly opened public school with a refined look and branded merchandise.
The solve: Build from what already exists. The lean, clean logotype allows the full name to be displayed without clumsiness and appears only in white or dusty red—the actual color of the school building. Teal and yellow are also swiped from the building and balance the palette with warm and cool hues. The main graphic device used among P.S. 340's printed collateral is a color-blocked pattern inspired by artwork in the school: a mural by Odili Donald Odita that spans two stories, is visible from outside, and acts as the school's the visual centerpiece. If the monoline logo mirrors discipline and a framework for learning, the pattern celebrates the school’s cultural diversity and progressive and energetic nature. Design included: branding, stationery, product graphics, and website look and feel.