Early Bird Deadline: 30 Sep, 2019


UC Berkeley TDPS "Hidden Initials" Wall Decal

by L.S. Boldsmith

The Department of Theater, Dance, and Performance Studies at the University of California, Berkeley, shares a building with other departments; they wanted to distinguish the hallway outside of their office with a commanding 3.7 x 39.3 ft (1.12 x 12 m) vinyl wall decal. The wedge shape of illumination cast by stage lights is a key element of the client's brand aesthetic, so it inspired the decal's geometric, abstract design. Underlying the artwork is a grid of small triangles, which are grouped together using colors from the client's brand palette to create larger shapes; among those shapes are the department's initials: T, D, P, and S. Hiding the department's initials in the decal makes them subtle enough that there is no conflict with the University's corporate typeface. Blending them into the decal also helps the piece come off as art rather than a prosaic branding exercise; the letterforms are an Easter egg for observant passersby.



Prize
Silver in Typography 2019


Agency
Design Director
Leila Singleton
Website
Client
University of California, Berkeley — Department of Theater, Dance, and Performance Studies
Advertiser/Brand
L.S. Boldsmith, US
Advertiser
University of California, Berkeley — Department of Theater, Dance, and Performance Studies, US


Credits
Director of Communications & Development
Melissa Schultz, University of California, Berkeley — Department of Theater, Dance, and Performance Studies
Production design
Kelly Keltos, LaHue & Associates
Creative and art direction, design
Leila Singleton, L.S. Boldsmith

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