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The Open Shelf
Identity and editorial
The Open Shelf is a thoughtfully branded food pantry developed for ArtCenter’s Center for the Student Experience (CSE), designed to foster dignity, accessibility, and genuine care for every student in need. By branding this essential resource, the project reframes campus food support as a welcoming experience free from stigma, aiming to normalize food assistance as a vital part of student well-being.
Identity Concept
This identity transforms The Open Shelf from a hidden resource into a visible, approachable pillar of campus support. Drawing inspiration from grocery mailers, the system balances education and empathy, making it clear that seeking help is a community-driven act and not a source of shame. The brand emphasizes openness, curiosity, and collective care by integrating friendly messaging with purposeful design cues, ensuring students feel confident and accepted when accessing food pantry services.
Logomark
The logo features a custom typeface inspired by bread tags, with chunky modular forms that reinforce pantry and food-related themes. This playful, colorful mark signals warmth and reliability, helping the pantry stand out as a source of support and camaraderie among ArtCenter students.
Brand Identity
Bright colors, bold forms, and clear language make The Open Shelf instantly recognizable and approachable on campus. Every element of the identity works to educate, empower, and destigmatize food support by normalizing conversations around food insecurity and fostering a stronger, more compassionate student community.
Special Thanks:
Instructor: Stephen Serrato and Alex Cerrilla
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