USC MASH Magazine
Branding, Logo Design
USC Mash Magazine is a digital publication focusing on the intersection of fashion and business. As it grew in membership and reach, the need for a clear brand voice and direction became imperative. As VP of design, I worked to develop a brand that spoke to the fun, boundless character of MASH, yet still was grounded in professionalism. With Instagram and web as our primary platforms, I designed various dynamic layouts that will adapt and grow as the organization does.
I reworked the logo to be more open, friendly, and sharp, while retaining the fluidity and motion of the old logo. The color palette utilizes a dynamic combination of cool, faded pastels and rich, saturated brights. Combining the palette with tinted photography encapsulates Los Angeles’s sun-faded aesthetic, while the darker, deeper tones keep the visual identity grounded and professional. I chose to include hues from across the spectrum as an appreciation for MASH’s ever-evolving, diverse community and content.