Branding

BAYA

My Role: Creative Director
Overview

Background

The BAYA (Bethel Austin Young Adults) brand was created to be a multi-faceted identity capable of representing the organization across multiple mediums and outlets, and designed with longevity in mind for the sake of brand recognition in a demographic that is consistently changing.

Branding

The BAYA brand is structured around these principles:Purity & Power, Belonging, and Freedom. Utilizing the principle of juxtaposition, brand elements were created to represent the opposing and complimentary nature of purity and power, belonging and freedom.

Logo

With the BAYA brand being built on the idea of juxtaposition, the logo becomes the primary signifier of this consistent contrast and complementation. The logo is created to be variable, dependent upon the context in which it is being used. This interchangeability is seen most significantly in the usage of the Logotype (primary signifier), and Symbol (secondary signifier).

Typography

The idea of juxtaposition is carried further in the typography choices for the BAYA brand. Two typefaces are being used to represent the purity and power principles. Used together, they juxtapose and compliment each other. Used independently, they juxtapose and compliment the primary signifier that’s been chosen for the given design. While these typefaces can be used interchangeably, there is an intended primary and secondary choice.

Gradients

Gradients add another dimension to the BAYA brand. Their ethereal nature contribute to the spiritual and not quite tangible elements of our relationship with the world and others. Gradients also speak to the fluidity of our personal lives and the young adults demographic in general.