Maryland School for the Blind
Built to be Experienced
The Maryland School for the Blind has served Maryland’s blind and low-vision community since 1853. As the organization grew and evolved, they needed an identity that was clear, consistent, and as dynamic as their programs and people. MSB came to Mission for a brand system that better reflected who they’ve become: a vibrant, forward-thinking institution serving students, families, and communities across the state.
Client
WHAT WE DID
Accessibility as a Creative Advantage
MSB wanted their brand to have a real voice and presence—one as dynamic and engaging as their programs and people. That involved developing a cohesive messaging system, so everyone representing MSB was saying the same thing. It also meant designing for MSB’s full audience, who engage with the brand through different levels of vision and different ways of experiencing information. From day one, we treated accessibility as a creative input, rather than a checklist to run through at the end.
That thinking shaped every part of the identity system:
- Wordmark & Structure: We simplified the wordmark and built an offset structure that’s clear, confident, and easy to recognize at a glance.
- Color & Contrast: We expanded MSB’s palette to bring more range and personality, all while staying AAA-compliant.
- Typography & Layout: Typeface and layout add interest and personality while also prioritizing readability and clear hierarchy.
- Braille-Inspired Elements: Braille-inspired details give the identity a distinctive, ownable visual language.
Designing for a wider range of experiences pushed us toward more deliberate choices, and those choices made the brand stronger for everyone. MSB’s new identity is expressive, memorable, and ready to be experienced in more than one way.
Great brands work for every audience they serve. If you’re ready to partner on one, let’s talk.
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