New York '18

Each year Midtown Fellowship takes a group of USC students on a spring break trip to a major city to do service projects at various non-profits around the city. In 2018 I was tasked to create a logo and collateral for this trip.

Midtown Fellowship
Work Done
Brand Identity
Scroll Down

The Challenge

Initially, I had wanted the logo to be black and yellow as an homage to an NYC taxi. After a few rounds of concepts, we decided to use a color palette of pale red, black, and white. The only real request for the logo was for it to be type centered and to hide either "2018" or "18" in the type. I was able to achieve this by creating an "18" using pieces of the "O" and "R." The intended use for the logo was to be used for promotional materials, a shirt, lanyards with the schedule for the week, and a PowerPoint template.