Case Study: Yale Engineering strengthens its brand identity with Pentagram

Yale Engineering builds a flexible 6-department brand system with Pentagram

The customer, Yale Engineering, sought a forward-looking brand identity to distinguish itself within Yale University and signal its investment in engineering innovation to students, faculty, and the broader community. Their challenge was a lack of a distinct visual identity, relying only on the university's core mark. Pentagram was engaged to develop a new brand strategy and visual identity framework.

Pentagram's solution centered on the strategic concept "Co/lab," implemented through a versatile brand mark—a forward slash—symbolizing connection. They created a streamlined name, a custom typographic system, and a generative design tool enabling the in-house team to produce unique imagery and animation. The result is a cohesive yet flexible identity that operates within Yale's institutional framework while asserting Yale Engineering's unique collaborative ethos, showcased across digital and physical applications from social media to the school magazine.

Yale Engineering