MICHAEL GUYER • GRAPHIC DESIGN + ART DIRECTION
MICHAEL GUYER
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Penn Visitors Center

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Giving new life to a historic brand.

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You are here.

Where? Oh, you’re at the University of Pennsylvania. But you’re not just at Penn—you’re at the brand new Visitors Center. After the launch of the new Penn Admissions brand in 2018, the University was already thinking ahead about how the brand would live in a new, modernized physical space. The new center located in historic Claudia Cohen Hall, home to Penn’s College of Arts and Sciences, was transformed into the new Admissions Visitor Center. The updated space will house hundreds of thousands of visitors to the University every year, allowing them to learn more through campus tours, information sessions and connecting with admissions officers.

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As visitors enter the space, the lobby provides a beautifully illustrated campus map to help support their travels around campus and provide a motif of stripes around the iconic Penn logo. As visitors make their way around to the lounge area and presentation room, they are welcomed by a series of four permanent glass photo installations that absorb the natural light and provide a visual depth to the walkway.

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The grand wallscape features a narrative that fuses the historic ethos of Penn and Ben Franklin’s persona. Historic treasures and illustrations are blended together with a montage of original student photography collected throughout the years, providing a diverse visual of the campus and it’s students. The design is intended to upwardly draw the eye and absorb the visual elements of the Penn narrative.

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Across from the wallscape are two modern takes on iconic Ben Franklin quotes. The designs are intended to be subtle, blending into the background to contrast alongside the stark visual elements opposite of them. Outlined typography and both illustrative and photographic elements are juxtaposed to newly define the prophetic words of Ben.

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