McMaster Campaign Icons
Iconography // Brand Design // Visual Systems
As part of the early planning for McMaster University’s upcoming fundraising and institutional advancement campaign, I developed an icon system representing its five strategic pillars. With the campaign identity and messaging still evolving, the icons provided a consistent visual framework for communicating complex ideas throughout the planning process.
Icon System
The system was designed as an extension of McMaster’s existing visual identity, matching the style, weight, and simplicity of its established iconography. While the university’s branded icons are typically maroon and black, I introduced McMaster Heritage Gold as a secondary design element to reflect the visual direction of the upcoming campaign while maintaining brand consistency.
The project included a cohesive, flexible library of icons representing the individual research areas within each pillar, designed for use across presentations, print materials, and stakeholder communications during the campaign's planning and development.
Existing McMaster Icons
Campaign Icons
1
Nexus Health
AI-Guided Drug Discovery
Bio-Innovation Building
Immunology and Allergy
Infectious Disease
Lung Health
Health Ethics
2
Living Labs
Nuclear Reactor
Cleaner Energy
The Electric City
3
Civic Culture
4
Into the World
5
McMaster Seed Fund
Devices &Diagnostics
Cancer
Radio-
pharmaceuticals
Digestive Health
Planetary Health
The Civic Mind
Civic Leadership
Civic Discourse
Student Success
Under the Arch
Through the Gates
Entrepreneurship & Innovation
McMaster Entrepreneurship Academy
Support for Student Entrepreneurs
Usage & Impact
The icon system became a key visual asset throughout the campaign's development, appearing in presentation decks, printed handouts, and planning materials shared with internal teams and stakeholders. By introducing a recognizable visual language early in the campaign's lifecycle, the icons helped improve clarity, reinforce key themes, and created consistency across communications.