Branding

 

Chicago Summer Business Institute

Founded in 1991, the Chicago Summer Business Institute (CSBI) was created to provide paid summer internships for Chicago high school students and introduce them to the financial services sector. The institute’s goals are to give its participants an incentive to continue their education while preparing them for the business world.

Rebranding

The previous logo design did not reflect the CSBI mission and was difficult to use. CSBI sought to create a more impactful and timeless brand that could help them elevate their image.

 
Previous logo design

Previous logo design

 

Concept & Exploration

After identifying key stakeholders, collecting and reviewing all relevant materials for the campaign, and building a theory for the case, experimentation based on these findings began with exploration of different concepts. Iterate, assemble, deduct, and consider.

 
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Concept Statement We believe that individual identity is core to building future leaders. CSBI offers a foundation for students entering the program to build onto. We see this concept as a variable logo system that can change and be customized to show the variety of students and partners that are involved with the program. The core logo acts as the program’s foundational support and the variability represents the each individual student.

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Concept Statement The bridge is a symbol of hope and overcoming obstacles. A way to bring people together. This specific bridge mark is taken from the Wells Street bridge in Chicago. A connector to the financial district and a gateway into the city. The rising sun alludes to opportunity, summer, and a bright new day where all dreams are possible.

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Concept Statement City of broad shoulders, Chicago has some of the hardest working people around. This logomark speaks to the support from broad shoulders and the unity and collaboration that brings us together. We draw inspiration here from the classic and iconic Boys and Girls club logo.

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Concept Statement We believe that individual identity is core to building future leaders. CSBI offers a foundation for students entering the program to build onto. We see this concept as a variable logo system that can change and become customized throughout the program to represent different themes or ideas, but the ‘CSBI’ letters remain consistent.

 
 

Design & Refinement

Still working through three different concepts, these marks were re-visited, refined, and explored further for variations.

 
 

Final Logo & Brand Book

City of broad shoulders, Chicago has some of the hardest working people around. This logomark speaks to the support from broad shoulders and the unity and collaboration that brings us together. Drawing inspiration here from the classic and iconic Boys and Girls club logo.

 
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