New Paragraph
Persuing Their World.
Branding & design
Branding | Advertising
about this project
The new branding puts the Scripps Howard School's aesthetic on par with their quality academic offering, while the emotionally-driven messaging connects with prospective and former students and faculty.
THE BRAND
The Scripps Howard School of Journalism and Communications began in the School of Liberal Arts and Education in the Department of Mass Media Arts with one faculty member, 11 mass media arts majors and one typewriter. It is reported to be the first media program among historically black institutions of higher education. In 2002, the program evolved into an independent school as a result of a ground-breaking, industry-academy partnership with the Scripps Howard Foundation.
THE CHALLENGE
The program was competing with more recognized journalism schools-and their branding just didn't reflect "new media." It was time to bring them up-to-date without losing the connection to the original Scripps Howard Foundation.
THE SOLUTION
We refreshed the logo to a more modern iteration that could support their goals, being careful to not make too great of a departure from Scripps Howard Foundation mark. We also made the change to "Scripps Howard School" to differentiate from the Foundation and reflect common verbal usage.
The new branding puts the Scripps Howard School's aesthetic on par with their quality academic offering, while the emotionally-driven messaging connects with prospective and former students and faculty.
Carrying this smart, modern look across all communication across all touch points—especially those designed to attract new students—speaks volumes about the institution and positions the Scripps Howard School as a strong competitor in the landscape of top journalism schools.
The redesign of their alumni magazine aligns the publication with the new look and feel, but also infuses it with the same inspiration. It aims to reignite former students' passion for their path, their pursuit, and their choice in attending the Scripps Howard School.
