Cal Poly Now Paths
Building a Distinct and Engaging Brand Identity
Cal Poly Student Affairs aimed to develop a distinct and compelling brand identity for Cal Poly Now Paths, an initiative designed to guide students through intentional learning experiences. The primary objective was to create a cohesive visual and messaging framework that would enhance student engagement and facilitate a deeper understanding of the program.
Brand Development & Design Approach
Matchfire was entrusted with crafting a comprehensive brand identity, encompassing logo design, key messaging, iconography, and a style guide tailored to the Leadership and First-Year Success paths. Through an iterative process of concept development and refinement, we established a visual language that aligned with Cal Poly’s overarching brand while ensuring that Cal Poly Now Paths remained distinct and recognizable.
The logo and supporting brand elements were designed to be dynamic and engaging, resonating with the college demographic. Matchfire developed a custom logo mark that incorporated the university’s core brand font, featuring interconnected lettering to symbolize the concept of navigating one’s unique college journey. A key design element—the extended tail of the ‘s’ in “Paths”—creates a continuous pathway effect, reinforcing the program’s theme. This logo variation is strategically placed over vivid, energetic photography to encapsulate the program’s inspiring vision.
Visual Elements & Iconography
The path swoosh lines, intertwined with photography and thematic subject matter, further emphasize the concept of forging one’s own path through the college experience. Additionally, Matchfire designed a complementary icon set representing the program’s core principles: Get Started, Connect, Engage, Thrive, Belong, and Explore. These icons were intentionally crafted to function as stickers and patches, allowing students to visually express and align with their individual journeys.
Photography was carefully curated to reflect these core principles, capturing the transformative and enriching experiences available through Cal Poly Now Paths.
Results & Impact
Following the establishment of the foundational brand identity, Matchfire extended the design across multiple applications, including promotional posters, rack cards, social media graphics, and digital monitor ads. This comprehensive branding system provided Cal Poly Student Affairs with a scalable and adaptable identity, ensuring consistent representation across various platforms.
The final design effectively communicated the program’s mission, making it easier for students to explore and navigate their personal and academic growth paths. By delivering a clear, engaging, and visually cohesive identity, Cal Poly Now Paths has strengthened its presence on campus, enabling students to connect with opportunities that align with their educational and personal development goals.
