Universities Canada serves as the voice for higher education, research and innovation for its 97 member institutions. The organization needed a contemporary brand identity to bring forward its new name, one that could represent its multifaceted nature and wide range of stakeholders. Underline designed a logo that does this by drawing on the rotated square, a classic symbol of convergence (a town square, a traffic intersection, a college quad). When animated, the logo expands concentrically outward, reflecting the organization’s steady growth, evolution and increasing inclusivity.
Client: Universities Canada
Photography: Alexi Hobbs