Jordan Visual and Performing Arts Branding
Overview:
Jordan High School, an underserved public school in Los Angeles, was looking for a brand identity for their Visual and Performing Arts Magnet program. VAPA gives Jordan students a no-cost outlet through a more creative way of learning (right up my alley!), paring their standard curriculum with everything from music production and dance to storytelling and theater.
While VAPA is still a part of Jordan High School, it's really the quirky, creative younger sister, and I wanted the new logo to represent that! The logo isn't slick and shiny – it's gritty, weathered, textured. The letters are juxtaposed, cut-off, askew – it all evokes the feeling of street art. The colors are loosely based on the Jordan branding, but I added shades of red and gold to round everything out and inject an artsy feel. The primary font is also the same as Jordan's branding, but I included a skewed, hand-drawn font that feels more authentic and artistic to create balance. I wanted the logo to mirror the creativity that VAPA students exhibit daily.