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Oregon College of Art and Craft Launches New Brand Identity

Portland, OR (PRWEB) November 2, 2007 -- Oregon College of Art and Craft recently launched a new brand identity to celebrate its 100-year history, and its status as one of the few private art college in the country to offer an accredited Bachelor of Fine Art in Craft degree.

At OCAC, the education of an artist is built on the foundation of mastering materials and process. With this mastery an artist can express an idea, realize a concept, and, most importantly, challenge the rules that were so rigorously learned.

The word 'craft' in OCAC's name takes on new meaning with the College's new position: craft is no longer defined by a historical art movement or disciplines categorized by materials; craft is a philosophy from which art is taught. OCAC is poised to become the center for the renewed conversation around craft and its relevance to art in the 21st century. With this dialogue comes community, both local and global.

The new logo is built from a basic form: the circle. By intersecting or dividing the circles with a line, the letterforms of 'ocac' are created. The forms are placed in a square formation to create a stamp. This stamp creates a conceptual reference in history to the artist's mark, which connotes a masterful, completed work imbued with meaning, ownership and legacy.

At the same time, the graphic identity departs from history and tradition. Various logo treatments- including cropping, running it off the page, or creating the mark in different materials-- reinforces the art, exploration, play and questioning of the process that are central to an artist's education and dialogue at OCAC.

The typeface, Berthold Aksidenz Grotesk, also represents the craft heritage of OCAC. Its well-crafted design has inspired important new sans serif fonts, including Univers and Helvetica.

While the acronym 'OCAC' has been widely used, it has done so without a consistent expression. A primary goal for the new identity is to provide a definitive graphic signature for the OCAC acronym, as the institution fully embraces the moniker.

In addition, the capital campaign expansion project, including three new studios, a library, and a new public center and gallery, is certain to be a catalyst for creative risk-taking, new collaborations, and promoting the dialogue around contemporary craft. The first building is slated for construction in May 2008.

OCAC's brand identity was created by Ziba Design, an internationally recognized design firm in Portland that helps companies create meaningful ideas, designs and experiences. For over 20 years Ziba has helped businesses and Fortune 500 companies innovate and win in the market with authentic design.

"It was clear early in our work with the leadership, faculty, board and students at OCAC that the college stands out for its commitment to craft, and has a significant role to play in defining the conversation about Modern craft," said Jeremy Kaye, Creative Director at Ziba. "Through our collaboration we identified the ethos of the college and its essence through its first 100 years, and connected it to a vision for the future that is authentic and relevant to modern craft practitioners."

According to OCAC President Bonnie Laing-Malcolmson, "Working with ZIBA was a collaborative venture. Together we worked to understand what was authentically OCAC, and to find a way to honestly and proudly make it manifest through all of our programming, marketing and outreach. The branding project with ZIBA was a confidence builder for the College."

OCAC's new brand identity represents the high caliber of its graduates. It signals an era in which increasing numbers of OCAC students will be recognized for their skills in creativity and innovation, and for their ability to change the world in ways large and small.

Background:

For one hundred years, OCAC has been dedicated to excellence in teaching art through craft, contributing significantly to the continuity of contemporary craft as an artistic expression. As the only private art college in the country to offer an accredited BFA in Crafts, OCAC is a superb laboratory for the invention of modern craft. The College offers a four-year BFA in Crafts, two certificate programs and year-round studio classes for adults and children. Established in 1907, OCAC is nationally accredited through the National Association of Schools of Art and Design.

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