Three Little Letters

Looking around the UC Davis campus, I see the same design everywhere. It’s not set in the architecture, and it’s not the campus landscape. It is on sweatshirts, t-shirts, pants, shorts, hats, school supplies, backpacks, and hundreds of accessories. It is three little letters but they have gained an instant recognition and respect among students, faculty, and alumni. The infamous design on campus is a mere three letters: UCD.

            Such a simple design has found numerous ways to be altered and revamped. The design of these three letters has been manipulated to accommodate the target market of their wearer. For example, if you walk into the student bookstore, you will notice that it is divided up into different sections. Each of these sections caters to a certain group of consumers. Within these groups, one can find the school’s letters imposed on all different types of merchandise.

            The various designs of these three letters showcase the importance of design elements. On paper, these letters are a means of identification--an educational moniker. On clothing, they are the focal point of student fashion. This focal point relies on the solitary appearance of three letters. A focal point must remain related to and a part of the overall design. At the same time, an emphasis is needed when an idea is being promoted. In this case, it is the feeling of school pride and recognition. It is a symbol of achievement and acknowledgement. It is our university’s icon.

            One way to meet the consumer’s demands is to play with scale and composition. Scale can achieve emphasis through the frequent modification of a focal point. By taking these three letters and playing with size, a designer can imitate the feelings of the student body. By enhancing the size of the text, a sense of pride is projected. Small, delicate letters create a more feminine feel. Sleek, structured, script of a moderate size emits an emotion of achievement. Whatever the sentiment, a focal point that is properly executed through scale and composition will produce a successfully selling product design.

            Design is all around us, in even the most simplistic of forms. Just like a school’s letters, a design or symbol can create a mood and a representation of personal achievement. When a focal point is executed properly, so much can be said with so little. UC Davis is a proven testimony of such practice. So next time you are on a college campus, remember the process design has gone through in order to find its place amongst the student body. 

Image Source: http://bookstore.ucdavis.edu/images/items/large/Item8419.jpg