Positioned for a New Generation
While the overarching University of Detroit Mercy brand identity aligns broadly with traditional academia, SACD found itself lacking a visual identity that resonates with its specific audience. With this in mind, the School’s leadership team felt the time was right for SACD to have its own distinct brand identity that more accurately reflects its position as an internationally recognized leader in design thinking, and one that appeals more directly to the creative young minds that attend SACD.
At the core of the School’s new visual identity is an adaptive, amorphous gradient. This shape is a visual representation of the education that students receive at SACD: ever-changing, unconstrained, and always open to new ideas and perspectives.
A simple color palette comprised of black, white, and fire red is intended to complement the main University brand while positioning SACD as a distinct entity in its own right.