The Juilliard School is internationally renowned as a leader in performing arts education. Founded in 1905, the school offers undergraduate and graduate degrees in dance, drama, and music. Located at Lincoln Center in New York City, Juilliard produces the highest caliber of actors, musicians, and dancers from allover the world. Their mission is to provide the tools for gifted students to reach their fullest potential as leaders, artists, and global citizens. There are more than 800 artists enrolled at Juilliard, where they appear in over 700 annual performances in the school's five theaters. Juilliard's multidisciplinary curriculum and multiple performance venues poses an opportunity to create a utilitarian identity system that can unify the Juilliard school divisions and can communicate through different applications.

Juilliard cultivates a supportive environment for students and collaboration between faculty and fellow classmates is at the core of it's curriculum. The custom Juilliard logotype logo consisting of modular forms that have an inherent dynamism. These forms can be applied as a tool to communicate in a number of ways. The performance calendar, for example, utilizes the rectilinear forms from the logotype which holds content and organizes information for digital and print based uses. The business card is activated on both sides by taking advantage of the logo form and it's modularity, expanding from space to space. Also, the logo forms are used for the environmental application as a welcoming visual component for students and faculty as they enter and leave the school's beautifully designed architecture by Diller Scofidio + Renfro, FXFOWLE.

The expansion and retraction of graphic forms utilizes compositional arrangements to emphasize spatial cognizance similar to music scores and dance labanotations. The composition of graphic elements define the area in which it performs like the demarcation between spectator and performer in terms of space. The proposed Juilliard brand identity serves as a communication tool to help students provide clarity to the daily rigors of school life to better adapt to ever-changing environments.