Billy Blue College of Design
We’ve designed a new brand for Billy Blue College of Design that elevates students’ work and their desire to challenge convention with bold ideas to shape a better world. It was time to reclaim itself as a dynamic, stand-alone power brand, with the alternative and rebellious personality so key to its legacy.
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Billy Blue College of Design
Create trouble
We’ve designed a new brand for Billy Blue College of Design that elevates students’ work and their desire to challenge convention with bold ideas to shape a better world. Billy Blue has a long and storied history of creativity going back to 1977. In 2016, the College became part of Torrens University Australia and expanded with campuses in Sydney, Melbourne, Brisbane, Adelaide and online. It was time to reclaim itself as a dynamic, stand-alone power brand, with the alternative and rebellious personality so key to its legacy.
Learn the rules so you can break them
We relished the opportunity to build a brand system bursting with energy and creativity, born from a simple yet provocative brand idea: Create Trouble. This idea opened up a world of possibilities, with a frequency that the brand could dial up and down as needed. We leveraged the brand equity of pink with a contemporary refresh we named Riot Pink and paired this with Neon, a counterpoint of equal energy on the colour spectrum. And created a new voice that is curious, confident, clever and playful.
Bold ideas to shape a better world
Our new logo acts as a frame, a canvas, and an invitation for the creative class of tomorrow to come and create trouble (for good). It has a familial relationship with the Torrens University logo and is given a formal introduction before we get to know it better, when it shakes off its jacket and begins to loosen, becoming more alive and interesting, digitally optimised and immersive.
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"Billy Blue has a legacy story unlike any other design college in Australia. The opportunity to bring the brand into a modern context was needed. We wanted an evolved approach to strategy and to introduce a visual design that addressed the multitudes and contexts that Billy Blue bridges.
The ‘must have’ was a brand that could celebrate and connect a community of creatives, whilst addressing the complexities of an origin brand and a design college within a challenger university, and that’s exactly what the team achieved. The logo, in its simplicity, acts as a blank canvas; it’s an invitation, a safe place for unapologetic creativity and play. We couldn’t wait to bring it to life."
The Team at Billy Blue
