AEUSA

AEUSA is the American Students Association at Tec de Monterrey: the club that throws the Fourth of July party, runs the exchange-to-the-States info nights, and keeps a corner of campus loudly, knowingly American. The brief mirrored its European sibling, an identity loud enough to win the flyer wall and broad enough to cover everything from Route 66 road-trip energy to a Mardi Gras night.

The mark is an eagle, because of course it is. A blunt geometric bald eagle sits inside a circle for the primary logo; a second version splits the same badge into a field of stars and a set of stripes for when the brand wants to wave the flag outright. The wordmark stacks AE over USA in a heavy condensed sans that reads from the far end of a hallway.

The real workhorse is the stripe. Pulled straight from the secondary logo, the AEUSA stripes, four bars cut on a diagonal, became the one element that tags every poster, card and story as AEUSA before you ever spot the eagle. Color stays close to the source: navy, red and white hold the identity together, while individual events break loose into their own palettes (Mardi Gras greens and golds) when the occasion calls for it.

Then the fun part: leaning all the way into the cliché, on purpose. A kinetic-type reel spits out the greatest hits of American slang. A vintage "Greetings from AEUSA" postcard turns the campus into a tourist trap. A campus totem reads "Land of the free, home of the Borregos." Recruitment ran on "Join the Herd," and the system carried down to business cards, an enamel eagle pin, and an Instagram engine that never once played it straight.