BCM BRANDING
BCM is a campus organization that needed a refreshed identity to regain visual impact and better connect with students. The challenge was to modernize the brand while subtly reflecting Arkansas Tech University without directly referencing it. At its core, the project aimed to create a recognizable system that operates within strict institutional and legal constraints.
Approach
Outcome
The identity draws from Arkansas Tech’s recognizable green and gold palette to establish a clear visual connection. Early concepts explored using the university’s ambassador, Jerry the Bulldog, but legal restrictions required a shift in direction. Instead, subtle references to the form and attitude of the mascot were abstracted into the system. The final mark centers on a clean, letterform-driven logo built around the BCM acronym, creating a flexible and modern foundation.
The result is a refreshed identity that feels professional, cohesive, and relevant to undergraduate students. The system strengthens BCM’s presence on campus while maintaining a subtle connection to Arkansas Tech’s visual culture. It demonstrates how strong branding can navigate real-world constraints, balancing creative direction with institutional guidelines.