Looking to refresh the face of their athletics department, Dean College approached me with the goal of developing a bespoke bulldog mark to embody the spirit and resolve of Boomer, their school mascot. Inspired by the iconic statue of Boomer the Bulldog, located on their campus, the new mark represents a cleaner and more distilled rendering of the bulldog form while capturing the determined and tenacious attitude of the athletes it represents.
Core to the design process was accentuating the key features of Boomer in order to give Dean a unique and custom crafted totem that their athletes and student body can own and rally around.
Beginning with a brand audit, leadership identified the key anchors of Dean Athletics and elements that were a priority to preserve in the refreshed version of their mascot Boomer the bulldog. Landing on the Slab-Serif 'D' and the determined expression of the bulldog as key features to be maintained, we then evaluated the sculpture of Boomer on campus for further direction on pose and anatomy.