Department of Human Services to Incorporate Logo Designed by Moore student

  • Chrisine Quiampang

For Immediate Release
March 14, 2011

(Philadelphia, PA) The Philadelphia Department of Human Services has a “brand” new logo.

At the beginning of the semester, DHS challenged graphic design students in Rosemary Murphy’s senior Brand Identity Class to design a new logo for the department, which is going through a transformation and undergoing a massive reform effort.

The DHS staff voted this month and selected a logo designed by Christine Quiampang for usage or as a springboard to the redesign project. Quiampang’s colorful logo features the sun, children and buildings.

The department’s mission is to provide and promote safety and permanency for children and youth at risk of abuse, neglect and delinquency.

"I was so glad to be part of the DHS logo project," Quiampang said. "Dealing with a real client and their expectations has been a great experience. Being able to go to DHS and present how I came up with ideas for my logos was a real treat!"

Back in January, Taylor and her communications staff visited Murphy’s class and gave students an overview of the department, its mission and how the logo would be used. They requested a logo that would include both an image and typography.

“The current DHS logo was unpopular with staff and didn’t identify with it as an agency,” Taylor said. “We believed it was time for a fresh new logo to go with all of the great work we are doing. We were pleased with our partnership with Moore College and the designs exceeded our expectations.”

Students had one week to come up with ideas and one week to refine them, a quick turnaround for such a complex logo design.  On February 1, the students presented their logos Taylor and her staff.

Of the more than 40 submissions chosen for review, Taylor and Farrell selected five finalists: Kelli Bosko, Joanna Moller and Nicole Willis and Quiampang, who actually produced two logos. The students presented their designs to DHS leadership and staff on February 16. 

“The students worked really hard to find the right balance of imagery, color and typography,” Murphy said. “We talked about looking at overused symbols like a heart or a house and revitalizing them and interpreting them in a way that could be unique to DHS.”

Murphy’s Brand Identity Class focuses on one re-branding project per semester and this project helped the students “get their heads back in the game,” she said.

“We decided it would be a good, short `warm-up’ project to start the winter term. It was challenging but the students did a great job.” 

Click here to view a slideshow of all the student logos


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Moore College of Art & Design educates students for inspiring careers in art and design. Founded in 1848, Moore is the nation's first and only women's art college. Moore's career-focused environment and professionally active faculty form a dynamic community in the heart of Philadelphia's cultural district. The College offers nine Bachelor of Fine Arts degrees for women. A coeducational Graduate Studies program was launched in summer, 2009. In addition, Moore provides many valuable opportunities in the arts through The Galleries at Moore, a Continuing Education Certificate program for adults, the 91-year-old acclaimed Youth Art Program for girls and boys grades 1-12, The Art Shop and the Sculpture Park. For more information about Moore, visit www.moore.edu.

Published on March 14th, 2011