Beardshear Hall, Iowa State University
The heart of Iowa State
Iowa State University's Meat Science Club blends traditional values with modern technology in the meat science industry, which is the study of the processes involved in the production, processing, and preservation of meat. As a close-knit group of genuine friends, the club sought an identity that honored the industry's roots while avoiding cliché or overly simplistic representations. In addition to their work with beef, pigs, chicken, and sheep, the club sponsors many events throughout the year, including a "Holiday Ham" fundraiser and field trips to butchers and meat packing facilities.
All Inspiration Images from Outside Sources
Working as a team
Throughout the process, I collaborated with the club to identify a selection of existing logos and styles they liked. Following this, I presented a series of three stylescape explorations to guide the visual direction of the project. The final brand incorporates elements from all three concepts to create a cohesive and refined identity.
All Stylescape Imagery from Outside Sources
Identity Solution
The logo solution incorporates meat cut diagrams for all four animals the Meat Science Club works with, presented primarily in a badge style. The final system features four distinct colors, with variations that include solid or outlined designs, transparent or opaque fills, and a textured option for most. Additionally, alternate orientations and combinations of the four animals are used to enhance legibility, resulting in a total of 836 logo variations.
The 836 logo system at a glance
Custom Typography
To complement the brand, I created a custom typography inspired by the Gin Serif typeface. The custom font features mid-serifs, which reflect the themes of tradition, community, and the meat industry. This design choice helps reinforce the connection to the industry’s roots while maintaining a modern touch.
Custom Textures
To complement the logos and add depth to the branding, I created textures inspired by cross-sections of the meat cut diagrams and a tiled composition of the four animals.