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ISAB
Identity System
ISAB
Identity System
Project Overview
A refreshed identity system for the International Student Association at UC Berkeley - a new mark, palette, and typographic system, rolled out across social, events, and merch.
- Client
- International Student Association at Berkeley
- Role
- Brand Designer
- Type
- Brand Identity
- Tools
- Illustrator
- Year
- 2025
Phase 01
The Mark
Brief
A ground-up redraw of the association's mark - reconciling a decade of inconsistent versions into one confident, reproducible logo.
LEGACY
Three different marks were in active circulation across social, merch, and event graphics. None were drawn with the same hand, and none held up at small sizes.
Drag to compare — old mark vs new mark
Phase 02
System
Brief
A palette, logo variations for light / dark / one-color use, and a typographic system that carries across every touchpoint.
Constants
What stays fixed
Variables
What flexes
Palette
Reads at profile-picture size
Shown at 48 px — the size the mark actually appears at on social profiles and event bylines.
Phase 03
Identity in Use
One identity, many occasions
The mark stays recognisable while dressing up for each event — themed variants sit alongside the base version without competing with it.
Credits
- Brand Designer
- Yanik Wickremasinghe
- Client
- International Student Association at Berkeley