SMAD—School of Media Arts & Design

by two six seventy7 creative

The School of Media Arts & Design at James Madison University in Harrisonburg Virginia (USA) needed a new identity. We created a new mark playing off the letterforms of the acronym (S-M-A-D). The SMAD identity consists of a system of marks with a primary logo that has several configurations to help incorporate more context and improve usage for media. The identity has been implemented across print, digital, social and experiential platforms.


Honorable Mention in Branding 2019

Honorable Mention in Promotional Materials 2019

Honorable Mention in Logos 2019

Created by:

Design Director

Adrienne Hooker

Design Company

two six seventy7 creative


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James Madison University

Design Team

Abigail Mumma, Dave Wang


Entrant Companies

two six seventy7 creative, US


James Madison University, US

Individual Credits

creative director/lead designer: Adrienne Hooker, two six seventy7 creative
web designer and master: Dave Wang, two six seventy7 creative
designer: Abigail Mumma