Darrell Hayden, the recently engaged instructor of identity design at the Academy of Art, completed a 10-week project where 16 of his students redesigned the NCAA Division II Pacific West Conference logo. After each of his students designed multiple logos, the class picked the one that said PacWest better than all the rest.
How was it from an instructor’s point of view to head the class that completed this project? I think that the challenge, which was also the opportunity, was doing work with students and having the students perform as a small design studio.
How did the Academy of Art land this project? Dr. [Jamie] Williams, being part of the PacWest Conference, had been speaking with commissioner Bob Hogue. The idea of rebranding the PacWest seemed like a really great notion, and for this school of ours to do it, just made perfect sense being the only design school in the conference.
How did doing advance work help in finalizing the logo? Once we did our homework, we put together a creative brief, and that’s all about outlining specific attributes that you want the logo to convey. So we came up with a series of words — competition, power, beauty, destination — the things that the PacWest is known for. Each of the students created logos. The really fun part was narrowing that field down.