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Design Category
Promotional design and advertising, 2006
Design firm
Penny Pehl & Mr. Keedy (Los Angeles, California)
Collection
(2007) AIGA 365: 28
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California Institute of the Arts is comprised of six schools, each with its own programs, faculty and facilities. The challenge for recruitment and promotional materials is to represent each school on its own terms and as part of the greater CalArts community. Prospective students are given an overview booklet with their particular school inserted in the inside back-cover pocket. The individual school booklets can also be used separately without the CalArts overview. We also had 2,000 complete sets of all seven books sewn and glued together for counselors, librarians and students who want to see all of the school’s offerings.
Although the content and design strategies are unique to each school, continuity is established by using a traditional two-column layout with center-axis typography throughout all seven books. Also, only one type family (designed by Keedy) is used and all pattern ornaments and graphic devices are from the font.
“Makes you get excited about applying. Really captures what it would be to attend a cool art school. Every detail is considered.”
“Cover is great, interior so-so.”