Rutgers Solar Car Rebrand

• For potential sponsors, it wasn't clear what our club did. Additionally, while "RU" as an abbreviation for Rutgers University was commonly known in New Jersey, to many companies our organization name read like a sales pitch for solar panels

• For students, it also was not clear that we were working on full scale projects and our logo, featuring part of the outline of a car, did not help much

Our logo also introduced some issues for us. The color scheme made it difficult to read on light backgrounds, which limited its placements. Additionally, many other solar car teams used similar abstractions of solar vehicles as primary features of their logo which we wanted to avoid.

The Solution

Over the winter of 2024, I led a full rebrand of our student organization. Starting from the ground up, I changed our organization name to Rutgers Solar Car (abbreviated as RSC), created new logo concepts, and developed new brand guidelines.

The Results

Our new logos were implemented across the organization, being featured on our competition uniforms, stickers we use for recruitment, and our banners. Building on the brand guideline, I developed new presentations, sponsorship packets, and poster displays using our new fonts, colors, and logos.