Project overview
This project focused on establishing a durable apparel mark system for Hillsdale College—one that could function consistently across vendors, garment types, and seasons without relying on one-off graphics. The immediate deliverable was a first-round retail assortment, but the larger objective was to create a reusable visual framework appropriate for long-term institutional use.
Problem
Existing apparel graphics lacked scalability. Many were overly detailed for embroidery, inconsistent across product categories, or too trend-driven to hold up over time. At the same time, Hillsdale’s most recognizable symbols are tightly governed and not always suitable for small-format apparel applications. The challenge was to create marks that felt unmistakably Hillsdale while remaining production-safe, restrained, and repeatable.
Approach
I treated apparel as a brand surface, not a promotional moment. Rather than designing individual graphics, I developed a small family of simplified marks rooted in typographic structure and proportion. Each concept was evaluated against embroidery limits, stitch clarity, left-chest scale, and color flexibility across performance fabrics and outerwear.
The system was designed to survive vendor variation, seasonal color shifts, and expansion into new product categories without requiring redesign.
Product image from Hillsdale College Official Store
Historical grounding
The visual direction was intentionally grounded in institutional research. I reviewed historical materials and archival references to locate an early Hillsdale monogram from the mid-19th century and used it as the conceptual foundation for the apparel marks. Rather than reproducing the vintage logo, I translated its typographic structure—interlocking forms, contrast, and restraint—into a contemporary system optimized for embroidery and modern production.
This approach ensured the marks felt authentic to the College’s history while remaining functional, scalable, and durable.
Through deep research, I discovered this mark, used by Hillsdale College circa 1850s.
Outcome
The resulting system supported a broad Columbia Sportswear order spanning polos, quarter-zips, fleece, insulated jackets, and hoodies, with consistent application across embroidery and heat seal. More importantly, it established a repeatable apparel framework the College could extend over time while maintaining visual cohesion and brand integrity.
