Seven Regions

A logo and poster series created to promote regional identity and pride for seven hypothetical economic regions of the United States.

Challenge

As proposed by Parag Khanna of the New York Times, if the United States were divided along economic instead of state lines, the map would look quite different. How can we best showcase these diverse economic identities to build a sense of belonging within new boundaries?

Solution

Drawing on the optimistic poster design of the late 1960s and 1970s, we created a cohesive design system that allowed us to build a family of logos, each highlighting three natural resources or economic strengths for an region. Then we expand this layered, three-part structure to a suite of posters. The piece of local architecture featured in each poster mimics the symbols found in that region’s logo, while the background conveys an abstract, aspirational impression of that region’s landscape.

Student work