UAF CTC
Culinary Arts & Hospitality
UAF Community & Technical College’s Culinary Arts & Hospitality program plays a vital role in Alaska’s workforce development. The program needed a visual identity that could match its scale, credibility, and ambition, and that felt both collegiate and creative, rooted in the UAF brand while establishing a distinct identity for the Culinary Arts & Hospitality program.
Deliverables:
Custom Logo
Visual Identity
Garment Design
Logo Process
The design direction focused on creating an illustrative, pictorial logo mark that could stand alone. The primary challenge was balancing two distinct worlds: the collegiate authority and institutional trust of UAF with the creativity, energy, and hands-on nature of a culinary program.
The identity needed to feel professional and established, while still appealing to students and reflecting the dynamic, real-world environments they train in. Additionally, the logo had to work both independently and alongside existing UAF branding, without feeling secondary or diluted.
Key symbolic elements were intentionally chosen:
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The UAF Polar Bear – Representing strength, resilience, and a strong connection to Alaska and the University of Alaska Fairbanks
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Polaris / The Big Dipper – A symbol of guidance, aspiration, and forward momentum, reinforcing the idea of students navigating their future paths
We landed on the polar bear with the Big Dipper integrated into its silhouette, using one of the stars as the eye.
We then explored a range of layouts and subtle body modifications to refine the mark. As a “wild card” option, a chef’s knife was introduced as an alternate concept, and this direction strongly resonated with the Culinary Arts team.
The revisions allowed us to land on a result of a logo that feels confident, distinctive, and unmistakably Alaskan. It is instantly recognizable as being affiliated with UAF.
Color + Type
Typography for UAF CTC Culinary Arts & Hospitality is designed to balance collegiate authority with creative energy, supporting both academic credibility and hands-on learning.
This typographic system creates a clear hierarchy that feels modern, structured, and welcoming—reflecting a program that is both academically grounded and creatively driven.
The color palette is influenced by the collegiate foundation of UAF, balancing strength, warmth, and approachability. A deep navy anchors the system, reinforcing credibility, professionalism, and academic excellence. Gold adds energy and optimism, reflecting achievement, momentum, and aspiration, and providing the nod to the Alaskan and UAF blue & gold.
Supporting tones bringing in lightness and balance, while a bold, contemporary accent adds visual warmth and a vibrant pop.Together, these colors create a palette that feels grounded and confident, yet inviting and modern—supporting a program that is both institutionally strong and creatively driven.
Garment Design
The garment design was created with aspiring chefs in mind—something students would feel proud to wear both inside and outside the kitchen. The goal was to design apparel that reflects professionalism and skill, while still feeling modern, confident, and distinctly representative of the Culinary Arts & Hospitality brand.
More than just apparel, these pieces help foster pride, belonging, and identity—allowing students to show up as emerging professionals while representing the program with confidence.
The Outcome
The final identity positions UAF CTC Culinary Arts & Hospitality as a confident, credible, and inspiring program within Alaska’s culinary and hospitality landscape. The logo captures the program’s academic foundation, creative energy, and community-driven mission, providing a strong visual anchor for students, faculty, industry partners, and supporters alike.
More than a logo, the identity serves as a unifying symbol for a program that is shaping the next generation of culinary professionals and strengthening Alaska’s hospitality workforce.
