While at 160over90, I was approached to help re-brand the University of Dayton School of Law. The goal was to convey UD’s Catholic Marianist principles, along with the prestige, forward-thinking, and innovative curriculum of the school. In the brand I wanted to recall the time when law was thought of as a noble profession, this allowed me to also speak to the prestige of the school through classic design motifs. For that I used a bold serif typeface along with black and white photography and illustrative seals. In contrast, to represent the forward-thinking and innovative curriculum I used a contemporary sans-serif typeface along with more modern looking icons bedded inside the seal illustrations. The book opens with a bold question embossed on the cover, “Does the world really need more lawyers?” The rest of the book sets out to argue the point for more lawyers that are backed with the experience of a UD School of Law education.