The Aggie Transcript

The Aggie Transcript was founded in Winter 2014 by Professor Sean Burgess, Department of Molecular and Cellular Biology. Burgess had observed the great lengths of effort students took to master their writing and science communication skills through UC Davis' University Writing Program, and was inspired to create a publishing platform that welcomes all UC Davis undergraduates, regardless of major, to share what they had written and learned inside their classes to the outside world.

The Aggie Transcript demaned a rebranding of their previous visual identity, the requirement is no change on the orginal logo, but expand on it. Taking inspiration from the doodling style of the logo, visual clues like: hand-drawn, sketchy-lines are taken into consideration. After consulting with the design team, the “doodle” style are accepted to be the direction of the rebranding.

Previouly, the color of AT was dark blue and white. To move toward a more minimalistic, but yet not morden design, the basic color table of the rebranding are decided to be just off-white and black, to prevent the off-white is too visually boring for readers, a little bit of the yellow are added into this background color.

All fonts, color, style, design, icons are changed, and yet, logo remains the same. This rebrand project is a switch of everything without changing the logo or disatisfying the client.