Northland contacted us to update the school's visual identity system for the academics & athletics programs. Beyond fixing the consistency problems with several made up logos and wordmarks, we needed to redefine what a pioneer is. The outdated white male (i.e. Daniel Boone or Davy Crockett) settler interpretation of the past didn't resonate with students & faculty and was not inclusive. We set out to reimagine the old settler pioneer into something that was more innovate and forward-thinking – an astronaut, the space pioneer.
We updated the holistic college visual identity system with a new identity. We wanted to use this project as an opportunity to bring more equity and affinity to the the new "N" logo. The "N" logo becomes the primary mark for all athletic teams as well. While the "N" logo works on bringing cohesion between the academics and athletics departments, it doesn't address the need to change the meaning of what a pioneer is. So we created several spirit marks to help redefine the Pioneer name with space motif visuals. The mascot logo is our astronaut helmet illustration named "Astro". The crest is used on various apparel and gear. The "P" logo is an abbreviation of the new wordmark.
The brand has just launched and already students and faculty have given great reviews and are excited for the new approach. The identity and mascot are inclusive to all races and sexes and has a broader appeal. Coaches have embraced the new identity and have started placing orders for new uniforms and apparel.