Columbia School of Engineering — Engineering for Humanity Brand Refresh
Branded by AKG · 2023
Engineering for Humanity
(01) — Overview
Columbia’s School of Engineering had evolved, and its Engineering for Humanity mission had expanded alongside it. The school needed a new way to express that growth.
Branded by AKG, the refresh paired a new visual system, the Lens, with a language system for the line itself. I wrote and edited the copy, translating the design concept for a decision-maker audience: the school’s dean, Shih-Fu Chang.
The Lens frames engineering at every scale, from the cellular to the global. The language system does the same with words: three ways to adapt the line, so every department, discipline, and research story can speak as Engineering for Humanity.
Communication strategy
(02) — A language system
A dynamic language system takes a layered approach to bringing Engineering for Humanity to life. To reflect the flexibility of engineering as a practice, it adjusts the phrase to draw both functional and emotional responses.
The system
A
Visionary Engineering for Humanity
Core to the concept
B
Engineering Algorithms for Humanity
Engineering and its outputs
C
Engineering for an Engaged Humanity
The human element
Brand guide
(03) — 71 pages
The guide carries the Lens and the language system into daily use for the school’s communicators, from how the Lens frames research imagery to the do’s and don’ts of adapting the line.
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