The manifesto of this school and the framing of its identity was built on the principle of debate, discourseand dialogues being the bed of creative ideation and innovation. The D-motif,formed from a simple split of the uppercase letter D to create a human face became an effective graphic device, for the ISDI Parsonsʼs brand identity. We saw the potential of this graphic device as the motif that represents the school and the encouragement of its manifesto to push students out of their comfort zone,to seek better solutions through constant debate, curiosity and innovation. We used thisdevice to create high recall collateral and extended the identity into a system of grids, secondary colours and typefaces that serve to reiterate the brand commitment to design thinking. It bridges cultures and creates a confluence of ideas that are at home universally.