Tonic3 was honored with opportunity to help ATEC develop a new brand identity that reflects the school’s unique vision, charter and values. This project was particularly meaningful since this school is focused on how to cultivate innovation and is developing the next generation of UXers.
WE HELPED WITH
ATEC and Tonic3 worked together to build out a brand portfolio consisting of ATEC’s brand promise (purpose), brand pillars (supporting reasons to believe), logo, and guidelines for brand voice, color palette, aesthetics, and imagery.
Onsite interviews with faculty, students, and community participants helped the Tonic3 team capture a deeper sense of the school’s history, culture, mission, and vision. These core insights were translated into visuals such as mood boards and early hand-sketched logo ideas, to ignite creative discussions and ensure the direction was true to ATEC’s vision and culture.
Once ATEC was confident in Tonic3’s understanding, the creative team developed initial concepts that were validated via focus groups with ATEC faculty and students. Armed with their feedback, the Tonic3 team was able to refine the work and finalize brand assets.
ATEC’s new “Emerging E” logo utilizes Gestalt principles to communicate the idea of “emergence,” a concept central to ATEC’s philosophy of inspiring innovation. Additionally, new brand pillars and promise statements now form the conceptual foundation of the school’s brand identity and future messaging.
“Working with Tonic3 was a great experience. The design team developed an evocative and visually compelling logo that authentically conveys the uniqueness of our program. I enjoyed the thoughtfulness and attention to detail the team put into everything they did. I can’t recommend them highly enough!”
Director of Design, ArtSciLab
Clinical Associate Professor,
School of Arts, Technology, and Emerging Communication
The University of Texas at Dallas
ATEC formed in 2015 after the merging of two long-running programs at UT Dallas: the program in Arts & Technology (A&T) and the program in Emerging Media & Communication (EMAC). ATEC has experienced tremendous growth and currently enrolls more than 1,600 students across its undergraduate and graduate programs.