Parsons the New School for Design in New York City's Greenwich Village recently unveiled its branding overhaul envisioned by Pentagram. The result is a starkly branded red and white experience has been hotly debated already, with most individuals torn between seeing the reinvigorated vision as revolutionary and as a waste of funding.
Given Parsons' reputation as one of the most relevant and influential design colleges, there is no doubt that such a massive overhaul would come under intense scrutiny from students, alumni and the design community.
Pentagram's rebrand for Parsons boasts an algorithm-based typeface and aims to "launch the school into the 21st century." The firm also updated the Parsons logo based on inspiration drawn from the college’s Joseph Urban building.
Designer College Rebrands
Parsons New School for Design Has a New Look Thanks to Pentagram
Trend Themes
1. Algorithm-based Typefaces - The use of algorithm-based typefaces in graphic design presents an opportunity for designers to create unique and innovative typography.
2. Revolutionary Branding Overhauls - With the success of Parsons' rebranding, there is a growing trend of businesses and organizations investing in branding makeovers to stay current in the ever-changing marketplace.
3. Debating the Value of Rebranding - The discussion surrounding Parsons' rebranding illustrates the importance of understanding both the potential benefits and drawbacks of undertaking a rebranding effort.
Industry Implications
1. Graphic Design - The trend of algorithm-based typefaces and branding overhauls in the design industry presents an opportunity for graphic designers to stay current with emerging trends and technologies.
2. Education - The success and controversy surrounding Parsons' rebranding highlights the importance of branding in the education industry and the potential for schools to differentiate themselves in a competitive market.
3. Marketing and Advertising - Revolutionary branding overhauls like Parsons' can help companies stand out in crowded markets and attract new customer segments through updated positioning and messaging.