Over the years I would say it is not often that I have ‘hit the nail on the head’ as quickly as I did with BSG Campus. Of all of my society brands I am perhaps most pleased with this one due to its simplicity and effectiveness. My brief was to create a new brand that respected the heritage of the society but was youthful and showed they were moving in a new direction, digitally, to adapt to the needs of people today.

For my first option I chose bright, electric colours to help differentiate the brand from its progenitor. I wanted to incorporate a modern spin on the gastro visual element used in the original branding and to do this I used the shape of the letter ‘B’ to create an abstract intestinal tract. Trying to find a balance between functionallity and style was tricky but I was happy with the result.

The second option was a little more abstract. I kept the same electric colours but used an organic, abstract shape to suggest a movement downwards. While I thought this could suggest a number of things I was aiming for the GI tract again but maybe missed the mark.

Number three is perhaps too garish, I pushed the colours to be even more electric in this attempt with an even more abstract shape to show interconnectivity that could represent people, socities, organs or cells. It is useful sometimes to get something like this ‘out of the way’ so you can move onto something better.

Simple and to the point, option four was a merger of the traditional wi-fi symbol with something resembling the intestine. At the time I knew the colours were a bit too industrial but I felt the logo mark was strong enough that the colours didn’t matter, this could be updated at a later date to the clients preference.

I was confident option four was the way to go, but to be completely honest it was quite the surprise that in less than a week a commitee had agreed on the design with some minor tweaks.

The ‘wi-fi intestines’ just needed to be swapped as the gastrointestinal tract in the human body ‘begins’ from the upper left port and zig zags down. The BSG had recently adopted a shade of purple to go along with their blue and so a gradient was chosen to connect the old with the new.

From start to finish this was one of the quickest brands I ever created. It’s strong mark and colours combined with a modern visual style overall has allowed me to created a look and feel that I would argue has been my greatest success to far.