Association of University Presses

There was tremendous confusion in the market deriving from the two variations of the client’s name, the use of an acronym that looked similar to many other non-profits, and the logo had no visual system to support the organization's brand equity. 

We had to create a cohesive brand identity because this organization was known as the Association of University Presses, the American Association of University Presses, and AAUP.

After more than a century, AUP wanted to explore a future-focused visual concept, and their identity was no exception. With in-depth insights into their strategy and market research, we partnered with Studiolo Secondari to create an authentic visual identity system to launch the new mission and name of the non-profit organization.