Cristóbal Colón University has been shaping young students for more than 50 years through different disciplines based on the values of harmony and creativity. This institution, located in the state of Veracruz, Mexico, has undergone a series of changes regarding its identity, which resulted in the need for upgrading its brand.
For this project, Abracadabra was tasked with the development of the new corporate identity of the university. A collaborative diagnostic was carried out at first to asses the brand’s current application inside the university, both within the staff and students, to understand its context, strengths, shortcomings and opportunities. Workshops, meetings, interviews, surveys and photographic reports of the institution were conducted to understand how the brand was behaving around its audience and environment.
Based on our analysis results, we proposed that the brand should be redesigned based of five axis: balance, consistency, commitment, wellness and order, and align them to change the people’s current perception of the university. A new and distinctive typeface, institutional colors, crest and commercial brand were suggested in order to achieve the goal of increasing the competitiveness of the university within its market.
Subsequently, we developed the new website based on the new visual identity. All the previous content was analyzed and heavily filtered and a new internal information architecture was created. All contents were adjusted and the new prototype, layout and coding were constructed and aligned to the new brand.