Brand Identity / Brand Experience / Graphic Design

Partnership for Action Learning in Sustainability (PALS) applies University of Maryland expertise to a wide variety of local issues across the state of Maryland—offering experiential learning, community engagement and real world impact.

 

With its increased success and growth—it's the largest such program in the country—PALS wanted to communicate more consistently to partners and participants by creating a comprehensive brand identity system.

An adult wearing a light blue shirt stands at a podium on a stage addressing an audience seated in rows while two large screens display information about a partnership for action learning in sustainability.

To inform a new visual identity and overall brand experience for PALS, we took a human-centered approach: observing existing PALS courses, talking to partners, faculty, staff and students. This research informed the brand identity and key moments to elevate the PALS experience.

We wanted the brand system to sit comfortably within the visual language of both the University and the State of Maryland.

A Maryland state flag with black and yellow checkered and red and white cross patterns is flying on a flagpole against a clear blue sky with some tree branches in the foreground.
The University of Maryland logo features a stylized circular emblem with a red, white, black, and yellow pattern next to the text "University of Maryland" in bold, uppercase letters.

The black and yellow portion of the Maryland state flag was used during the Civil War to represent “union”—a fitting point of departure for the PALS logo which represents collaboration and partnership.

A pattern of alternating black and yellow diagonal stripes forming a geometric design.
A black background with two overlapping trapezoids, one red and one yellow, framing the white text "PALS" in the center.

The logomark represents two different entities coming together: the University and Maryland communities. At the center of the overlap is PALS—the liaison that facilitates their collaboration.

The overlapping shapes form a diamond, ensuring an intuitive visual connection to both the State flag and University logomark.

The image features the University of Maryland logo alongside the PALS logo with the text Partnership for Action Learning in Sustainability.

From there, we built a comprehensive brand identity system.

An open design book displays various pages featuring typography samples, color blocks, logos, and layout guidelines on a light surface.

To help inform where to apply the brand, we created a brand experience framework—and designed elements for key communication touchpoints.

  • A two-page spread from a book showing a detailed framework table with multiple columns and rows outlining stages and components of a project process, with headings and text in black, white, and red on a gray background.

  • A magazine spread shows a line drawing of hands holding a paper with a wavy path labeled "PALS Project" on the left page and text titled "Communicate the PALS experience visually" on the right page.

  • A spread shows an illustration of adults seated around a conference table are engaged in a collaborative meeting with a presentation slide titled PALS displayed on a screen.

  • A magazine spread shows a tote bag and a booklet on the left page with text on the right page welcoming and guiding partners with details about a PALs orientation kit, handbook, and other materials.

  • A spread shows a line drawing of a van is across two pages with text on the right page reading "Make every project an immersive experience." and additional smaller text below.

  • A spread shows an illustration of adults seated in a room attentively watching a presentation projected on a screen with text about celebrating PALS impact, expertise, and the network.

A person walking past a brick wall with three posters promoting the University of Maryland and a program called PALS.
A black tote bag with a red and yellow geometric logo and the text "PALS Partnership for Action Learning in Sustainability" printed in white.
A closed black spiral notebook with a colorful geometric logo and the word PALS on the cover is next to an open notebook showing a flowchart titled PALS Project Journey with red and yellow circular steps connected by arrows.
A colorful flowchart titled PALS Project Journey outlines steps from scope projects through course in session and final report follow-up, using arrows and icons to show the process stages and connections.
A close-up of a colorful enamel pin with red, black, and yellow sections and the word PALS in white letters on the black section.
An infographic titled "By the Numbers" presents key statistics about the PALS program including the number of colleges, students, courses, community partnerships, and financial contributions.
A black and red delivery van with a geometric design and a logo on the side is shown in profile against a plain white background.
A brochure titled "Solving Maryland's Toughest Issues with Our University’s Brightest Minds" features information about the partnership for action learning in sustainability program alongside a map and impact statistics.

Special thanks to the dedicated and passionate partners who contributed to this work.

Award Recognition

University & College Designers Association (UCDA)
UCDA Design Awards: Silver

Project Team

Client Team
Kimberly Fisher, National Center for Smart Growth
Gerrit-Jan Knaap, National Center for Smart Growth
Dawn Jourdan, University of Maryland School of Architecture, Planning and Preservation
Laura Dechter, Maryland-National Capital Park and Planning Commission
Barbara Kuhn Gusask, National Center for Smart Growth
Catherine Madsen, National Center for Smart Growth
Alondra Morales Luna, National Center for Smart Growth

Special thanks to the students, faculty and partners who participated in interviews
Marshall Curry, EPIC-N
Adam Dodgshon, Maryland-National Capital Park and Planning Commission
Lauren Belle, Maryland-National Capital Park and Planning Commission
Diana Cochran, University of Maryland
Elena Perry, University of Maryland
Rachel Tillinghast, University of Maryland

sparks+sullivan Role
Brand Identity
Brand Experience
Graphic Design

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