BRANDING + FOUNDING + LOGO DESIGN
Capture IT
In 2023, I co-founded Capture IT at the IT University of Copenhagen and created its name, tagline, and visual identity. From the first concepts to printed stickers, clothing, and social media graphics, I developed a recognisable presence for a new student organisation about photography and content creation.
Building the Identity
A New Organisation, A Clear identity
The brief
Create a distinctive identity that could introduce Capture IT to students, communicate its creative purpose, and support conversations with potential partners.
I began designing the identity in June 2023, ahead of the organisation’s launch at the start of the university year in August.
There was no design budget or existing brand to build on. It needed a clear name and visual presence that would feel at home within ITU’s student community while giving the new organisation an identity of its own.
As co-founder and sole designer, I owned the naming, tagline, visual direction, and execution. My co-founder focused primarily on the business side, while we brainstormed ideas together.
Exploring The Direction
I explored familiar photography symbols before developing a direction that felt more specific to Capture IT.
The early concepts tested different type treatments, arrangements of the name, and photography-related icons. Camera and aperture symbols made the subject clear, but in discussion with my co-founder, we felt these directions were too generic and too similar to identities we had seen elsewhere.
The lens idea emerged through our ideation. I developed it into a custom illustration that retained the photography connection while giving us a more distinctive direction.
Developing The Logo
A bold wordmark establishes the name. A custom lens makes the connection to photography explicit.
I developed “Capture IT” and the tagline through brainstorming with my co-founder. The name connects capturing images and experiences with the organisation’s IT University setting.
The final logo pairs a bold, condensed wordmark with a stylised lens. The lettering gives the name a strong presence, while the lens provides context when the logo appears on its own.
“Create memories for a lifetime” adds the organisation’s broader ambition: bringing students together through creative experiences while also creating memories for others.
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Building A Flexible System
Black and white provide the foundation, while the red lens carrys the identity’s colour.
I explored a progression of reds, from muted rose to deeper burgundy, and incorporated that movement into the lens illustration. The core palette centres on black, white, and deep red.
Roboto Condensed gives the wordmark its compact, bold character. Raleway offers a lighter contrast in the tagline and supporting text.
Alongside the horizontal logo, I created circular versions for stickers, profile images, and other self-contained applications.
Bringing The Identity Onto Campus
Stickers and clothing brought Capture IT’s identity into the everyday environment of student life.
The final identity was applied to printed circular stickers, T-shirts, and hoodies. Light and dark variations carried the same wordmark, lens, and red colour direction across different materials.
Students wanted the stickers and placed them on their cameras and laptops, extending the organisation’s presence beyond its own communications.
I also explored a more illustrative sticker concept combining ITU’s interior with an anonymous photographer silhouette and a drone. It connected the organisation to its campus setting while suggesting different ways of creating and capturing images.
Introducing Capture IT Online
The launch communication introduced Capture IT as a community for content creators, not only people with dedicated cameras.
For an introductory Instagram Story, I paired the identity with a photograph of someone taking a picture on a phone. The message “the new student organisation for every content creator” made the invitation broader than a particular device or photographic discipline.
I also created a branding presentation exploring further applications across campus graphics, clothing, and everyday objects. These mockups demonstrated the identity’s potential across different contexts.
Adoption & Outcomes
Adopted Identity
The final logo and visual identity were adopted by Capture IT and, to my knowledge, remain in use.
An identity that became part of the organisation.
Physical Presence
The identity was produced as stickers and clothing. Students also chose to display the stickers on their cameras and laptops.
Organisational Partnership
During its first two years, Capture IT was active and established a partnership with Sony Denmark.
My Contribution
As co-founder and sole designer, I developed Capture IT’s name, tagline, logo, and wider visual identity. I took the work from early exploration through to final artwork, social communication, and physical applications.
Brainstorming with my co-founder helped shape the direction, while I owned the final design decisions and execution. The project brought together concept development, typography, illustration, colour, and application design around a practical challenge: giving a new student organisation a recognisable presence.
