As a personal project, I decided to redesign the old logo for the Iota Upsilon Chapter of Kappa Alpha Psi. Their current logo was not an accurate representation of what the chapter embodied: energy, care, and tradition. In fact, they were embarrassed to use their current logo at the time and you could not find it associated with any promotional material or brand asset. My focus was to develop an identity that was modern, clean and energetic. I also wanted the logo to be attractive enough to a core aspect of their audience, young college women.