The logomark is designed using the letters ‘s’ and ‘m’, the acronym of San Mateo. A briefcase and book are formed using the negative space in the letters to convey career learning. Because of the length of the brand name, I tried breaking up the logo in two parts, emphasizing San Mateo. I chose the font ‘Josefin Sans’ for it‘s geometric and retro appearance, versatility, and it is a Google web font, allowing the brand to easily transition between print and web. My work on this project included the complete brand identity system including logo, business card, brochures, and website design and build.