The Students’ Association of MacEwan University (SAMU) is committed to helping students connect with their peers and provides a place to explore that. There are more than 100 student clubs representing different interests, causes, and activities.
In 2019, the SAMU Clubs department became Student Groups, an umbrella term that better reflected all associations, special interest groups, and clubs on campus.
Tasked with redefining the visual identity, I created a new brand for Student Groups.
This was a great opportunity to inject a boost of energy. With connection and community in mind, I designed a ligature between the n and o to create a literal connection between the words. Romana, a serif typeface, was chosen for its classic and respectable traits—lending legitimacy to Student Groups—and the letters were customized to give the wordmark a playful, youthful feel.
You’ll see many examples of how the logo was applied below.