There is always a bit of mystery in how designers conceive of a fresh identity for a historic institution. Is this the result of creative intuition or is there a method to considering alternatives? Jesse will walk us through the process of considering how to focus and reinforce impressions of Williams College that strengthen an understanding of the College’s key attributes and communicates consistently a sense of this College’s character from its many activities and programs.

Jesse Reed is the co-founder and managing partner of Order, a design office specializing in identity design and brand systems. He previously worked as an associate partner under Michael Bierut at the New York office of Pentagram. While at Pentagram, his clients included New York University, Hillary for America, Wildlife Conservation Society, Bobby Flay, Syracuse University, and Saks Fifth Avenue. At Order he has overseen projects for MoMA, Herman Miller, The Wall Street Journal, and Williams College, among others.

He is also the co-founder of Standards Manual, an independent publishing imprint focusing on the preservation of graphic design history, and Standards, a digital product to build, host, and design brand guidelines for the web.