Edmonton Edge Branding
Designing a brand identity for a student-run journalism publication in MacEwan University’s Bachelor of Communication Studies program.
Graphic Design
Brand Identity
The Context
I was hired by MacEwan University as a Research Assistant to design the full brand identity for Edmonton Edge, a new student-run journalism publication within the Bachelor of Communication Studies program.
The publication focuses on downtown Edmonton, emerging cultural narratives, and underrepresented voices, requiring a brand that felt credible, contemporary, and adaptable across digital and print platforms.
The publication focuses on downtown Edmonton, emerging cultural narratives, and underrepresented voices, requiring a brand that felt credible, contemporary, and adaptable across digital and print platforms.
The Constraints
Institutional credibility → The brand needed to feel professional and trustworthy while still representing student journalism.
High visibility across formats → The identity had to scale cleanly across web, print, and social without losing clarity.
Accessibility standards → Color and typography choices needed to support readability and WCAG-aligned contrast requirements.
The Exploration
Early concepts explored literal city symbols and complex iconography, but stakeholder feedback revealed that these directions felt too illustrative and distracted from the publication’s journalistic tone.
Through iterative critique sessions with faculty, the identity was refined toward simplicity, abstraction, and clarity, prioritizing recognition and long-term usability over visual novelty.
Through iterative critique sessions with faculty, the identity was refined toward simplicity, abstraction, and clarity, prioritizing recognition and long-term usability over visual novelty.
The Final Result
A minimal, scalable logo system that communicates authority and direction without overpowering the journalism itself.
Logo + Wordmark
By simplifying the form and removing unnecessary detail, the identity became more versatile, legible, and adaptable across editorial contexts.
Logo Usage
The logo system was built with clear usage rules to ensure consistency, accessibility, and scalability across all platforms.
Color Palette & Typography
Color and type choices were intentionally restrained to let content lead while maintaining a strong editorial voice.
DOs and DON'Ts
A concise set of do’s and don’ts preserves the clarity, integrity, and recognizability of the Edmonton Edge identity.
The Application
The identity was applied to a digital-first news platform, demonstrating clarity, scalability, and consistency in a real editorial context.
Web / Desktop Application
The Validation
“
Andre’s methodical, research-driven process transformed early concepts into an elegant and functional design.
”
Stakeholder-endorsed outcome: The final identity was approved by faculty leadership and adopted as the official brand for MacEwan’s student-run journalism publication.
Process-driven credibility: Praised for a methodical approach combining research, stakeholder interviews, wireframing, and iterative refinement.
Real-world impact: The work transitioned from concept to live use, supporting weekly student journalism across digital platforms.
