CONTEXT
Sharing Filipino culture at Penn and beyond
At that time, Penn Philippine Association's (PPA) Instagram posts creatively used the country's flag color palette as a recurring theme. This, however, limited diversity for posts and flexibility for collaborations on short notice.
The organization lacked a consistent logo, using three different versions across social media and merchandise. One logo did not convey the club's affiliation with Penn, another violated Penn's branding guidelines, and the third was too complex for small-scale use.
IMPACT
Establishing a lasting graphic identity for social media
As a Co-Director of Public Relations, I led the logo redesign that now appropriately signifies Penn and Filipino culture across PPA's physical and online products, along with an adaptable social media theme.
The new visual identity largely contributes to the organization's growing online visibility and marketing of social events, leading to:
LOGO DESIGN
The logo adopts elements of the Filipino flag by attaching two stars to the letter "P," with the letter "A" itself designed as a star extending with one ray from the flag's sun. To further emphasize the celestial theme, a halo unites the logo's design. The color scheme and the organization's acronym as the logo foundation reflect PPA's association with Penn.
THEMES
A unified color palette and typography typically indicate a theme on the Instagram feed. Themes encompass at least one row, providing creative flexibility for public relations directors to modify themes across rows.
PIN FEATURE
The Instagram Pin feature is utilized effectively to maintain a consistent theme and optimize the platform's 3-column feed.
MORE THAN A POST
Using mockups and carousels on the organization's Instagram helps reduce cognitive overload when reading captions and quickly engages users with unique marketing.
