Bob Murphy
Access Center

Visual Identity (Logo)

Bob Murphy Access Center
Concept
2021

Introduction

The Bob Murphy Access Center (BMAC) at California State University, Long Beach (CSULB) has relocated to a new, modern office space. This move presents an ideal opportunity to update BMAC's logo mark to better reflect its mission and services.

BMAC is dedicated to providing comprehensive accessibility services to students, ensuring an inclusive and supportive environment. The former logo does not fully capture the center's modern approach and commitment to accessibility.

Objective

Redesign BMAC's logo to establish a distinct identity that effectively conveys its role as the campus hub for student-related accessibility needs.

Strategy

Accessibility as Forefront Visual Imagery: The new logo should prominently feature visual elements that symbolize accessibility, ensuring that the design communicates inclusivity and support for individuals with disabilities.
Incorporate CSULB Identity Element: Integrate an element that represents CSULB, such as the university's colors, mascot, or emblem, to establish a strong connection with the campus community.
Warmth in Design: Ensure the new logo exudes warmth and approachability, reflecting the supportive and welcoming nature of BMAC.

DSS Logo

The former Disabled Students Services (DSS)* logo is visually intricate and suffers from scalability issues, limiting its versatility. Furthermore, its depiction of accessibility is not universally recognizable, diminishing its effectiveness in communicating the center's mission and services.

*DSS is BMAC’s former name.

Proposed Logos

The proposed logos aim to symbolize student success through various design elements. These include symbols of warmth, such as growth or an upward direction, to represent progress and achievement. Accessibility is highlighted using the Universal Access logo, ensuring inclusivity. Additionally, a distinctive feature of CSULB is incorporated by designing the letter "A" without a crossbar, creating a unique and recognizable identity.

Selected Draft

The selected logo draft prominently features the Universal Access symbol, highlighting accessibility as its primary visual element. The design also conveys warmth and incorporates a distinctive CSULB characteristic by using the letter 'A' without a crossbar, symbolizing a shelter.

Colors & Typography

The logo adheres to CSULB’s brand guidelines by utilizing the specified typeface, Gotham. Additionally, it incorporates the distinctive color of the Walter Pyramid as its primary color, setting it apart from other departments and creating a unique visual identity.

Gotham Black Type Font

HEX: 0f75bc
RGB: 15, 117, 188
CMYK: 91, 31, 3, 0

HEX: ecaa00
RGB: 236, 170, 0
CMYK: 7, 30, 94, 1

White

Black

New Logo

Horizontal Lockup

Vertical Lockup

The design process involved further refinements to the selected draft, including the integration of the logo graphic into the BMAC wordmark. This was achieved by incorporating the graphic as the letter "A," enhancing the visual identity. Additionally, an alternative version was developed featuring a vertical lock-up. This layout option provides flexibility, allowing for its use in a variety of contexts and applications.

Applications

A step up and repeat/backdrop for BMAC’s commencement event using the new logo (CSULB DSA Communications.)

BMAC uniform worn by a BMAC staff during BMAC’s New Student Orientation 2024 (CSULB DSA Communications.)

Some works were designed as either studies or used in academic/noncommercial settings. Credit to the rightful owner. No copyright infringement intended.