Our team developed an identity that combines traditional elements of academia (such as monograms, notebooks and library cards) punctuated with rebellious alterations like warped collages, mismatched lettering and sticker-like graphics. The primary wordmark was crafted from classic serif letterforms, which convey an authoritativeness, yet are accented with playfully swooping swashes like greek fraternity symbols gone awry. The color palette pulls muted tones from textbook pages and lined notebook paper paired with saturated greens and ochre that nod to conventional university color combos. A custom monoline illustration of the Berkeley campus library acts as a subtle tie that connects the concept to the university without implying they are directly related. Renaissance paintings and vintage illustrations based on classic novels were distorted through custom collages that combine different textures with color overlays and irregular compositions. The overall identity and supporting collateral work together to communicate a disregard of traditional conventions and norms in a way that still feels light-hearted and charming.