The IDEA program has a new concept and brand for every graduating class. My concept for the 2013 graduation year was inspired by the ‘I Saw You’ classifieds — about brief encounters, written by hopeful romantics. I related this to students trying to make connections with people they want to work with. As students, we have admired the work of professionals and gushed in class about their projects over the years.
This idea developed into creating a fictional ‘creative matchmaking service’ called Ideal Connections, representing the IDEA program as a mediator to find the right connection for you.
The lettered typography of the logo was inspired by romance and 60s game show titles.