Duke University Press has a new identity developed in collaboration with Corey McPherson Nash. The identity features a modular system consisting of a primary logo and six additional variations, which can be used in different ways in various places. The stacked boxes and bold type of this new system are an evolution of the client’s prior symbol. In a blogpost on point, Amy Ruth Buchanan, Senior Book Designer at Duke, said: “From the start, we loved the concept of a modular logo system.
The idea of the elements of the logo changing configurations hinted at the dynamic nature of our bold and interdisciplinary list, while the basic unit of the black box with clean white sans letterforms provided a link to our former and very recognizable logo.” Michael McPherson of the Watertown MA-based graphic design firm says, “In developing the new visual identity for Duke University Press, we were working with a sophisticated client who has strong views about design. In partnership with the client team we developed a visual identity system that is bold, flexible, and distinctive, and that works across all media.”