umass law currently in progress

mark design

While working for the University of Massachusetts Dartmouth's marketing department, I developed a mark for items sold in the school store. The mark was commissioned to attract current UMass Law students.


The current mark (left) was developed with a creative, yet conservative style, in order to capture the feel and status of the law school.


While straying away from traditional depiction of marks like this in the appearance of seals and stamps (pictured below), the logo took inspiration from their official and trustworthy appearance.


To keep the same feel but reimagine the look, I decided to play with the text and ended up with a similar circular shape that carried its important feel thanks to the Adobe Garamond typeface used in the official UMass Law logo.

First drafts of the mark included variations experimenting with simplification (1–8, 13–16), abstract (17–24), and representational (9–12, 25–28) depiction styles.


The simplified marks represent the slogan,
"Pursue Justice", of the original (top left in image) logo. This is often depicted as a scale, one of the best-known symbols in the field of law.


The simplified designs took direct inspiration from this symbol, experimenting with multiple representations; Some are sharp, some are rounded, some are solid, some are linear, etc.


The abstract designs also took inspiration from the theme of balance and justice, showing various marks showing acts of balancing interactions between the different shapes.


The representational ones show an outline of the very distinct entrance to the building (left), a symbol for the school itself.

These are done solid and linear, and in different backgrounds.

Next, I incorporated the text from the original logo with variations of the building, the selected direction for the design.


1–4 focus on a linear incorporation of text, while

5–12 play with the circular frame formed by words, and 13–24 are framed by a laurel-like pattern.


The simplified marks represent the slogan,

"Pursue Justice", of the original (top left in image) logo. This is often depicted as a scale, one of the best-known symbols in the field of law.


The simplified designs took direct inspiration from this symbol, experimenting with multiple representations; Some are sharp, some are rounded, some are solid, some are linear, etc.


The abstract designs also took inspiration from the theme of balance and justice, showing various marks showing acts of balancing interactions between the different shapes.


Number 11 was selected as the current mark.