AMC Rebranding Logo
Timeline
August 2025
Client
AMC @ WashU
Campus Org
Role
Brand Designer
Tools
Procreate, Figma
Overview
What is AMC?
August 2025
AMC is an umbrella organization at the WashU school affiliated with members who are on campus. We program cultural events and run an independency program with 30+ events annually, connecting students across communities.
Outcome
Business Impact as a Designer for AMC
30k+
Social interactions
Across AMC's rebranded channels
30+
Annual events rebranded
New identity across all AMC programming
3
Logo variants delivered
Primary, secondary, and emblem
Designer Impact
- Delivered a full logo rebrand for AMC's name change — replacing the informal panel C motif with a bold, scalable modern mark
- Increased visual consistency across 30+ annual events by providing a unified brand system with clear usage guidelines
- Designed 3 logo variants (primary, secondary, emblem) giving AMC flexibility across digital, print, and merchandise formats
- Strengthened AMC's identity alongside WashU's visual standards while preserving its distinct cultural energy
So... the Rebrand!
Why a new logo?
As a student organization, this year we changed the name of the AMC. We redesigned the logo for this fall season.
With the name change as the driver, I knew we needed to start fresh with our main logo.
This also stemmed from the online-going discussion of how the "panel C" motif was confusing and distracting from the AMC's mission and identity — both students and faculty agreed this needed a refresh.
Re-Designed Logo
Refreshing AMC for the 2025–26 college season.
Before Logo
Circular hand-drawn style — felt informal and unscalable
After Logo
Bold, modern, and built to scale across all formats
Sketches + Iterations
The design process
Starting from circular form studies and letterform explorations, each iteration pushed toward a more confident, graphic mark that could live anywhere — digital, print, or merch.
Final Design / Mocking
The final mark across its full range of applications — light, dark, and gradient — showing how the logo holds across every AMC touchpoint.
Final Response
How did it land?
The redesigned logo was well-received by both students and faculty. The cleaner, bolder mark felt more at home alongside WashU's visual identity while still carrying AMC's distinct energy. It's now being used across social media, event materials, and merchandise — a full rollout for the 2025–26 year.