Amsterdam University of Applied Sciences 

inspiring symbols

Now that’s quite a tall order. Serving up a three-course meal for 130 critical top chefs, or in other words: the teaching staff of two courses at the Amsterdam University of Applied Sciences (HvA). That was the HvA’s assignment in a nutshell: develop a new visual identity for two of our undergraduate programmes - Media, Information and Communication (MIC) and Communication (CO). The ingredients: use the principles and the strength of the HvA house style to the max, turn that impassioned feeling we have for our profession into something tangible and show that when it boils down to it - “everything” is a means of communication. And – for afters - develop an attractive visual device for the two courses.

We chose an animal with a distinctive appeal for each course. The MIC course was given a falcon as its symbol because the bird’s character, associations and personality closely match the essence of this course. The red deer was felt to best suit the CO course. These new inspirational figures were warmly received by the large group of staff and students alike. The introduction and rollout of the new visual identity is being phased and so far it’s a winner with the Amsterdam University of Applied Science The recipe: looking within the strict limits of the existing corporate identity, it turned out that there was a wealth of untapped potential ready and waiting to form a surprising and refreshing solution. Not only did our proposal provide the desired profile for both media and communication courses, it also added character to this Amsterdam institution. Think in terms of bravura, self-aware, smart, dynamic and modern. And as a finishing touch: ensure that the student and teaching bodies are enthusiastic and proud to identify themselves with the new visual identity.