Link Identity for Duke University, 2008.

How do we make an expansive and flexible campus facility offering innovative spatial and technological approaches to teaching and learning within a library a desirable destination? The interiors were designed by Shepley Bulfinch architects with Anna Farrington of Roll Barresi Associates as a signage consultant.

I was approached to lead the process of naming and developing a brand identity for the innovative center. Developing the identity involved meeting and collaborating with students, faculty and staff along with the architects and interior designers. To work though final concepts and to get feedback from busy students we hosted a pizza party in the library. The final “directional” logotype appears on signage, staff apparel and the Link website. The logotype’s arrow, part of the AIGA standard symbols set points back into the “k” of Link, emphasizing knowledge, connection and reflection.

An assessment of the Link was conducted in 2009 in which students and faculty typically singled out the “architecture and design concept” as a key element of its success. Led by architect Tom Kearns and interior designer Joe Rondinelli the aesthetics were inspired by the architecture of Charles Moore and retail environments.


Architecture Firm: Shepley Bulfinch
Principal Architect: Tom Kearns, FAIA (now of DSK Architects and Planners
Signage Consultant: Roll Barresi & Associates
Signage and Environmental Graphic Designer: Anna Farrington
Contributing Designer: Caroline Shannon, AIA
Photographer: Anton Grassl

More FILED IN: Brand Design