The visual identity reflects the vibrant nature of the student union and the shared connections made as students break to grab a drink or catch up on assignments.
With dials, pipes, and gauges in mind, and the fact that most students rely on espresso to power them through the day, I was inspired by the aesthetics surrounding vintage American gas stations. Who wouldn’t love to refuel at an exciting-looking pit stop along their route?
The final logo’s winding curves symbolize the unique paths customers take from their classes to Crossroads.