Visual identity system for the University of Illinois School of Art + Design 2020 Master of Fine Arts program. Meaning is derived from the program's curriculum of hard skills and discourse, from which MFA candidates build their personal practice. These ideas form the foundation of the visual system, as a set of primary shapes, from which message and meaning are constructed with a custom display typeface and modular grid system. Branded materials include a printed exhibition catalogue, poster, program booklets, and digital exhibition experiences.