3 / PUBLICATION

The Annual APA conference is the nation’s largest psychology event. Despite being a large and important, the conference presents itself as bland and unimpressive. The conference puts forth little to no effort in trying to appeal to its attendees. Prospective students and mental health professionals need a fresher take on psychology that will inspire them, rather than bogging them down with dense information.

In order to communicate the new direction, the theme ‘cognition’ was chosen. The new branding system is self contained and highly focused with a strong direction. The typeface Gotham was selected to portray professionalism and for its friendly yet confident tone. Tungsten was selected to add dynamism to the brand’s voice. Yellow, a color which is scientifically associated with optimism and happiness, was paired with blue, which connotes a calm and safe atmosphere. 

BRANDING

Copyright 2019 Daniela Etienne