A.A.M.I.

Identity Design - Typography - Packaging

At the University of Louisville, despite being the most racially and ethnically diverse institution in the Commonwealth, the largest underrepresented students are not only African Americans at 11% but African American males who make up 37% of that population. The persistence and graduation rates of these students continued to fall behind, to which the African American Male Initiative was conceived. This initiative’s formation committed to recruiting, retaining, and graduating this group of students successfully achieved a dramatic increase in four, five, and six-year graduation rates year-to-year.

About the Design

With an admirable cause and mission ahead of them, AAMI was able to give many parents assurance that a system was in place to aid their sons in post secondary success. Unfortunately, these young men were so enamored with their new freedoms that their education was nowhere near a priority. The question, “Would they wear this on a shirt?” was a considering factor when creating a logo that was unlike the other group’s generic clipart imagery while maintaining positive representation but appealing enough to a young group of men fixated with their appearance. The initials stacked in the shape of an arrow promotes the upward growth and elevation in higher learning. In turn, AAMI as an umbrella program for several other cultural groups slightly reflects in shape as well. While keeping coordinators pleased, the logo was stylized with the thought of sports and early streetwear clothing to entice the same young men fixated on representing fashionable brands. The idea of creating an identity with a trendy shirt design fed the interest of desirable association similar to the use of a school logo as prideful attire.