Public Safety Rebrand.

Project Overview

In 2021, the University of Utah Department of Public Safety—which includes the Police Department, Campus Security, U Health Security, and Emergency Management—entered a new era of leadership that marked a turning point for the organization. With a renewed focus on safety, transparency, and community trust, the department needed a modern visual identity that embodied its mission and values. I was recruited to lead the full rebranding effort, guiding the process from research and discovery through design and implementation to deliver a cohesive brand system that now defines every touchpoint of public safety across campus.

The Challenge

The department’s existing identity no longer represented its evolving mission. The goal was to create a brand that projected professionalism, approachability, and trust for a diverse community of students, faculty, staff, patients, and visitors—while also fostering pride and alignment within the department itself.

My Role

As lead designer, I managed every stage of the rebrand. Through extensive stakeholder interviews—from command staff to front-line officers—I gathered insights into the department’s new vision and values. I then translated those findings into a comprehensive visual system that could adapt seamlessly across uniforms, vehicles, facilities, and digital platforms.

The Process

• Conducted discovery through interviews and workshops with leadership and staff

• Defined brand attributes centered on trust, professionalism, and approachability

• Designed a unified visual identity system, including logos, patches, and badges

• Applied the brand across vehicles, presentations, social media assets, signage, and merchandise

Deliverables

• A new University of Utah Department of Public Safety logo, now featured across all branding including wall signage, vehicles, badges, patches, flags, apparel, and promotional materials

• A redesigned shoulder patch for University Police Department uniforms

• A new patrol car design for marked police vehicles (later adjusted for production due to budget considerations)

The Outcome

The rebrand established a strong, unified presence that clearly communicates the department’s renewed mission and values. Today, whether it appears on a patrol car, a uniform, a presentation, or a digital platform, the University of Utah Department of Public Safety’s new identity—and my design leadership—stand at the forefront of its public image.