Building a brand from the ground up

The design story of WISE at Northeastern University

The final WISE logo

1. Internal branding exercises

WISE values + vision ideation session

2. Interviews

“Entrepreneurship is about creating a business and I don’t have a startup or a business idea, so why would I want to be involved in this community?”

3. Logos and Design

Initial logo idea sketches
First round of digital sketches
Second round of logo concepts
Feedback and critique sessions

Iterate, test, and experiment until it just works.

Logo-mark color explorations at our executive board meetings
Final logo and visual identity

Key Takeaways:



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Aarti Amalean

Creative artist turned product designer, fascinated by technology, human connection, and social good