Educational Video Center

We began our work by involving the branding team in a series of exercises designed to evaluate the EVC brand from various perspectives in order to unearth its essential character and meaning. The key insight quickly emerged: to re-energize the brand, we needed to position EVC as pioneers in the field, transforming the lives of urban teenagers by empowering them to think critically.

The resulting identity conveys EVC’s core values: creative, passionate, progressive, visionary, urban, nurturing, transformative, and bold.

The new identity consists of a television monitor shape, obliquely referring to EVC’s media involvement. Horizontal white lines suggest motion and the dynamic nature of the organization. The modified typeface used for the letters 'EVC' are slanted to reinforce the idea of forward motion. The typeface used for the full name, with its rounded letterforms and unique thicks and thins, expresses the youthful, non-conforming personality of the brand. It also suggests an object coming into focus, another reference to filmmaking. The color red was chosen because it is warm, powerful, and energizing, all characteristics that can associated back to the EVC brand.

Since unveiling the new identity system, EVChas gone on to create an ambitious new website, Facebook page and email newsletter targeted to their diverse audience and based on the style guide we prepared for them.