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

Created by:

Design Director

Leila Singleton

Design Company

L.S. Boldsmith

Website

click here

Client

University of California, Berkeley — Department of Theater, Dance, and Performance Studies

Credits

Entrant Companies

L.S. Boldsmith, US

Advertiser/Brand

University of California, Berkeley — Department of Theater, Dance, and Performance Studies, US

Individual 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