The University City Chamber of Commerce is all about collaboration and commerce. Commerce is a trade, exchange, or transition - a shift. The brand identity features a main logo seal and supporting initial mark. The main logo communicates the two brand traits in the symbol: the form of an uppercase U is shaped by a single line that weaves back and forth, shifting from side to side to create a unified form. The letterforms of the initial mark are designed as “impossible shapes” that force the viewer’s eye to shift between perspectives, making the experience of looking at the mark a reflection of the Chamber’s mission.