The System
Three of us built the first version in two to three weeks, ahead of the school year and the Art Market, and kept adding to it through the semester.
The constraint shaped everything. We were all juniors and seniors with full course loads, posting to Instagram constantly, and none of us had time to art direct each other. So the system had to be fast: simple shapes, line work, five colors plus black and white, one typeface. Memphis suited that. You can scatter basic shapes across a layout and it still reads as ours. Every element we drew went into a shared kit, so each post started further along than the last one. The system got better the more we used it.
The Identity
The logo is built from the interface rather than from the club. Selection boxes with corner handles, a cursor arrow, text underlines, anchor points: the chrome that surrounds a file in Photoshop and Illustrator, drawn as though the wordmark were a live object mid-edit. Any designer recognizes it instantly, which is the point for a club whose members are designers.
The typeface is Proxima Nova, Black and Bold, chosen for the same reason. It is the most ordinary face in the room and the one everybody knows on sight. Five colors carry the rest, red through orange and yellow into two purples, with black and white holding the structure. Felix, a horned cat, came in as the club mascot.
The Rules
The rules were loose on purpose. Any shape was allowed as long as it was simple: circles, squares, triangles, line work, nothing intricate. Everything sat inside the same five colors plus black and white. Type was Proxima Nova, no exceptions. Beyond that, anyone could put a post together however they liked and it would still belong.
