I created this logo concept for the School of Marketing, an internal dynamic learning platform for Hilton. The objective was to develop a recognizable and representative logo that makes the audience want to engage with its contents and join marketing events.
The concept for this logo was that the shield motif—which is often associated with universities and academia—provides an interesting visual aspect to the logo and evokes feelings of higher learning.
The letters were designed to be geometric. They can be removed from the symbol and rearranged, transforming into the pattern and creating a unique, playful, and impactful visual identity.
The logo was created within the parameter that was set by the Hilton’s brand guideline to stay within the brand. However, a slightly different way of using them helps to provide its own unique visual identity.