Institute for the Study of Ancient Cultures

Reimagining a legacy brand.

In recent years, the Oriental Institute of the University of Chicago worked to develop a more accurate way of reflecting the geographic focus of its work and collections. As a result of this process, the name was changed to the Institute for the Study of Ancient Cultures, West Asia & North Africa (ISAC). UChicago Creative was tasked with helping to bring this new brand to life through identity development and a video to announce the rebrand.

The creative process
With any change of this magnitude, it was vital to elicit stakeholder input to guide our creative strategy. With regard to the logo, our brief was clear. The icon needed to evoke, relate to, and represent the full breadth of the mission and history of ISAC, as opposed to an image or object that might be strongly associated with one specific geographic region, culture, or historical period.

After exploration of the museum and its collection, the lotus became the preferred visual symbol for its inclusivity, versatility, and natural ties to the storied history of the institution.