Design by Chloe
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McKinley Health Center

100th Anniversary

This year is the 100th anniversary of McKinley Health Center. The celebration will start in the fall of 2024 and continue into the spring of 2025. This is the biggest project that I have developed for McKinley. Having the opportunity and creative freedom to design the branding has been so exciting. Some materials I’ve designed include swag, billboards, bus advertisements, invitations, shirts, and posters.

McKinley Health Center 100th

Anniversary Moodboard

This process started with the logo. I knew I wanted to pull inspiration from vintage materials such as advertisements, packaging, and shirts. I started sifting through multiple online archives and compiled images that would influence this project. From there, I designed multiple rough iterations of a logo. After getting feedback from my supervisor and the marketing board, I cleaned up the strongest logos.

We decided to have a main logo and some alternative logos for different uses. The logos use the typeface Bookmania which is based on the typeface Old Style which dates back to around 1870. Over time, different iterations of this typeface were developed- Bookman Old Style, ITC Bookman etc. leading to Bookmania. Using this typeface felt representative of the changes and growth McKinley has gone through over the past 100 years. Additionally, Bookmania's distinct swashes give any design a retro feel and allow for so much creativity when using it.

Once the logos were designed, I adjusted the university’s existing color palette to be muted with the addition of a cream color to give the branding a vintage feel. With the logos and colors in place, everything began to piece together. I chose to continue using Bookmania as the main typeface because it also functions well in large blocks of text. Additionally, I included a couple of motifs that expanded the branding even more. 

Buttons

Small Banner

Ringer Tee

Patch

Ceramic Mug

Baseball Hat

Staff Appreciation Buttons

Large Banner

Tote Bag

Enamel Mug

Staff Appreciation Buttons

Feather Style Banner

Baseball Hat

Tote Bag

Enamel Mug

Patch

Due to recent university branding updates, the materials I designed needed to be tweaked to fit within the guidelines. I did my best to emulate my previous design by manipulating the tail of the "Y". Regardless of the adjustments made, the design still effectively communicates McKinley's 100th Anniversary and maintains a retro aesthetic.