UMD Swenson College of Science and Engineering

A New Vision for UMD’s Swenson College of Science and Engineering

Recently, the college adopted a forward-thinking strategic plan that sets the stage for the next 5-10 years. The process involved UMD leadership, SCSE faculty, staff and students, as well as external industry partners and advisors.To bring this plan to life and communicate it effectively, the college sought us out to create a visual identity for the strategic plan.

At the University of Minnesota Duluth (UMD), the Swenson College of Science and Engineering (SCSE) is at the forefront of a transformative journey. Recently, the college adopted a forward-thinking strategic plan that sets the stage for the next 5-10 years. The process involved UMD leadership, SCSE faculty, staff and students, as well as external industry partners and advisors.To bring this plan to life and communicate it effectively, the college sought us out to create a visual identity for the strategic plan. 

The challenge was to create a visual identity that seamlessly integrated with the main UMD and University of Minnesota brand standards while highlighting the diverse science and engineering programs at the college. We went to work. Drawing inspiration from the local surroundings, National Park posters and imagery, and the college’s renowned environmental studies of the Great Lakes, we set out to craft a badge that encapsulated this vision. It paid homage to both the architectural heritage of the civil engineering building as well as the many scientific majors and environmental work. It symbolized progress and innovation while honoring the college’s rich history. 

The resulting badge may appear semi-busy at first glance, but every element serves a purpose. The geometric shapes allow flexibility in their application, making them ideal for various types of content. Whether in presentations, print materials, or online platforms, these elements can be used to highlight specific information and draw attention to aspects of the college’s strategic plan.

  • Mission – SCSE inspires the next generation of STEM professionals to solve complex problems.
  • Vision – SCSE leads in building interdisciplinary, inclusive communities to create a sustainable future.
  • Values – Community, Creativity, Growth, Inclusion, Stewardship, Student-Centered

To bring everything together, we recommended naming the strategic plan FOCUS. This alluded to how the 5-10 year plan will help the SCSE focus its goals and achieve its goals. This name was also inspired by the design itself, from the eye of the bird to the circular shapes used throughout the plan. 

This new badge and name is ready to be the face of the strategic plan for UMD’s Swenson College of Science and Engineering and what’s sure to be a remarkable future full of achievements. 

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