Aluminate’s central aim is to help universities cultivate vibrant regional alumni communities and foster strong bonding between alumni and their alma mater. The partners chose a name that was more conceptual and wanted to create a strong visually identity that also conveyed a feeling.

Initially the direction was to create a mark that would convey what they did, however, once they saw the typographical treatment that featured the word ALUM in all caps while still integrating into the name, this direction was so well received that the mark idea was abandoned. The bright colors, chosen because those convey warmth as well as the colors in a flame, reinforce the idea of shining a light and helping their clients, as well as being a source to help guide them through their process.