THE GOODS

The American Association of Colleges and Universities (AAC&U) is a global membership organization dedicated to advancing the democratic purposes of higher education by promoting equity, innovation and excellence in liberal education. In coordination with a new name, D*MNGOOD created a comprehensive visual identity and brand architecture framework that highlighted AAC&U’s commitment to inclusion as a core value and elevated the ampersand in their name as the focal point of the new graphic language to reinforce this guiding principle. The ampersand in the new wordmark features four pieces coming together to form one – representing the four letters in the organization’s name as well as the idea of global collaboration. These four pieces forming the ampersand are used in a vast range of crops, scales, patterns and colors – representing the diversity in higher education and giving the brand an endless array of graphic possibilities. An extensive palette for the main and sub-brands combine sophistication and creativity that can appeal to a wide range of audiences.

• CLIENT: American Association of Colleges and Universities
• PROJECT: AAC&U Brand Campaign