Iowa State is located in the Midwestern United States, well known by its great plain and agriculture industry. Iowa has also been considered as one of the safest states to live in, which can also be referred to a boring place. When individuals talk about Iowa, the image mentioned above is the only thing across their minds. However, there are much more behind the Stereotypes of Iowa.

The goal of this project is to propose a brand identity system for Iowa that primarily through the illustration approach representing the values of Iowa. Through literature review, existing case analysis, and graphic design, an Iowa state brand identity has been developed to uniquely present the diversity, peacefulness, and humanity of Iowa State. Targeted towards people outside Iowa as well as residents of Iowa in the process, this identity serves as a brand-new representation and presents more comprehensive values of Iowa.