At the core of the system is a logo, itself referential to the other visual systems of Portland State University. This logo needed to be simple, clear, and symbolic. It needed to have the potential for familiarity—but it also had to be recognizable for those who had never interacted with SALP.
Beyond building out a branding system for SALP and all of its sub-programs, SALP needed to claim the mezzanine level of Portland State University’s Smith Memorial Student Union. This was where the system would live, and also where it would introduce students to SALP. Through the process of a large-scale reorganization of their space, SALP was making a statement about their place in the university that had to be matched by a bold informational system.
From Conversation, to drawing, to reality:

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