138 of 146
Under dean Qingyun Ma, USC Architecture has developed new degree programs and graduate offerings that pursue an expansive vision of design that is as grounded in building as it is in theory. We wanted to express the school's dynamism and connection to built practice as a mirror to rapid changes in technology and culture. Starting with rethinking the School's naming, institutional voice, and publishing streams, our comprehensive rebranding builds on the possibility of architecture as an instantaneous channel that broadcasts changing conditions, strategies and forms to new audiences: real-time design. Our cohesive identity system uses a series of iconic shapes to frame and thematize the constant output of the school, from events, publications, to degree programs, as seen through a redesigned website and program guide. This new identity allowed the School of Architecture to have a distinct yet still connected voice to the university's overall institutional branding.