Rice University South Asian Society

Goal: Create a new brand identity for Rice University South Asian Society.

Evolution of South Asian Society's brand to convey simplicity, elegance, and unity.

Evolution of South Asian Society's brand to convey simplicity, elegance, and unity.


Rice University South Asian Society's new logo, unveiled October 2016.

Rice University South Asian Society's new logo, unveiled October 2016.

SAS Rebrand: The Process

Rice University South Asian Society is one of campus's largest student organizations. As SAS's name began to expand outside of the university and into the Houston community, the group wanted a fresh and updated visual look that was bold and recognizable. Consultation with the Executive Board resulted in the idea to build an identity surrounding the lotus flower, an easily recognizable symbol strongly associated with South Asia.

Inspiration was drawn primarily from Pentagram's rebrand of Mastercard and Studio Tilt's rebrand of IHOP

The ideation and design process occurred over the next two months and the new logo was unveiled to the public in October of 2016 at SAS's first event of the year.

Variations of possible lotus logo marks. Option 4 was selected for its complexity through diversity of shades, created by the overlapping of opaque grey leaf elements.

Potential logo typefaces. Quicksand (Option 3) was selected for its bold, yet friendly, feel due to the rounded edges on the lettering.

Layout variations of logo mark and type. Option 1 was the most clearly legible and gave the most versatility in terms of placement options.

Potential logo color schemes. Option 3 was selected for its close semblance to the standard pink lotus flower.

Brand Standards & Style Guide

Marketing Collateral

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