The Conservatory at the University of Illinois Urbana-Champaign is somewhat of a hidden gem. Not many students know of it's location or of the facility itself. Tasked with the rebrand of a department at the university, I created branding, an inaugural logo mark, and potential signage for the Conservatory with hopes of bringing new visibility around campus.
After many visits and research of the facility, it became clear that The Conservatory was fond of it's collection of orchids. The logo mark is a representation of an orchid found in the building.
The mark resembles a flower through it's colors. The green of "The Conservatory" acts as a stem of the mark, while the red of the icon mirrors colors seen in orchids.