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How do you rebrand a legacy technology institute to attract new students? Chiba Tech’s rebrand by @giorgialupi and her team at Pentagram evokes a strong sense of pride for the school’s legacy while incorporating universally resonant, cutting-edge visuals for a global audience. The identity centers on Chiba Tech’s original 1942 character, reimagined through geometric forms inspired by the ichimatsu moyo checker pattern—a traditional Japanese symbol of uninterrupted prosperity. This core character
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Behind the logo…. 'Black Dog' was Winston Churchill's term to describe his own depression. His famous victory symbol and the dog's shadow pay respect to the fact that mental illness can be ever present, however it is not the definition of any individual. It is a fine balance and personal duality. | Black Dog Institute
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