The University of Pennsylvania has a long and storied history. Originally founded in 1740, the university is older than the United States itself.
It is one of eight universities in the Ivy League, which also predates the NCAA, who in 1954 modernized it to what we know today.
Penn is the forward-looking Ivy. They have a progressive audience simultaneously steeped in tradition, with respect for history. This demanded an equally respectful approach to updating the university’s identity system.
This was a refinement. Not a reinvention.
We started with the approach of a scholar, trying to understand and inhabit the historical context of the slab serif typography style Penn had been using for nearly 100 years.
In typography, slab serif typefaces (sometimes called antique or Egyptian) are characterized by thick, block-like serifs. Styles can differ widely, with curves, points, flourishes, fills and shadows. New printing styles were shifting and changing constantly in the fight for audience’s disparate attention.
With such a rich heritage, the University had a dignity that was more prone to typography than mascot illustration.
Less is more. So a custom typeface was developed as the workhorse of the program. It originated from the Egyptian-styled letterforms so common to collegiate athletics.
Collegiate styles tended toward more square and angular forms. They were easier to replicate in antique textiles, chain stitch and sewing machines.
But we sought to create the ultimate archetypal, athletic slab serif. By using the bracketed serifs instead of the more common square slabs, it provided a sophisticated balance of bold strength with the grace and curvature that anchored its own history.
Beyond the competitive team sports, the University takes pride in the Penn Relays Track and Field competition which dates back to 1895.
An italic was created for the identity of this annual track and field tradition.
Deliverables
Design Direction
Look, Feel & Tone
Identity & Logos
Custom Font Design
Environmental Graphics
Uniform Design
Special Thanks To:
SME Branding
Agency
Ed O’Hara
Executive Creative Director