Wheaton College Neuropsych Lab

Business: University Academic Research Lab

Location: Wheaton, Illinois

Services: Full Brand Identity

 

The founder and director of the Neurocognitive Functioning Lab in the clinical psychology doctoral program at Wheaton College approached me to see if I could give the lab a refined visual identity that could help the department recruit, publish, and establish an elevated presence at conferences and on campus. Working within Wheat College's established branding, we worked to create something that was unique but didn't feel out of place on the campus. The director wanted imagery that felt very technical due to the nature of their work, and something that represented both pen and paper testing as well as machine testing. As a result, we developed a brain encased in a frame that could read as a monitor, but is also connected to a pen as if it was drawn around the brain. The gradient was chosen to incorporate the blending of left and right sides of the brain, while also literally combining the blue and orange of Wheaton. Providing different variations of the logos both framed and open allows the lab to use the suite on a variety of things they might need, with the ability to be both subtle and a statement depending on their selection.