USAP (Concept)
Universidad
de San Pedro Sula
USAP is a private university in San Pedro Sula, Honduras, founded in 1978. Their mission is to shape students into entrepreneurial, competitive, and socially responsible professionals. Professionals capable of facing the challenges of the regional and global environment with leadership.
The Challenge
Education is power. It can create social change and economic progress in developing countries by allowing communities to seize their destinies. As the world evolves, education should adapt to modern times and look to the future to create it.
As we evaluated the brand, we found the challenge was renewing the identity while staying faithful to its origins.
The Solution
The promoters of the university’s creation were very interested in offering new opportunities for professional training at a higher level to those eager to achieve new goals in an environment of freedom, democracy, and respect for human dignity. In a way, they wanted to arm them with education.
We started at the beginning. Out of this came the inspiration: the city’s official seal. Seals are rich with meaning. The gold border, including the five fleurs-de-lis, indicates the weapons of the lineage of the Alvarado family (founders and protectors of the city). The final mark we propose hints at its origin and suggests an open book. The book symbolizes the weapons the promoters wanted to arm those eager to learn.
The shield is paired with a confident serif to sustain tradition. The blue and yellow are drawn straight out of the city’s seal and updated to be more complimentary.
The proposed identity simplifies and refines the elaborate seal while still maintaining its heritage. An identity that keeps the consistency and gives enough space for creativity. Through this concept, we show a brand evolution honoring the university’s legacy. And make it suitable and more useful for modern times.
Before
Concept