BAU is a university school of design, first founded in 1989. The educational model on which it is based seeks to train ethical designers who will bring to society innovative ideas and solutions aimed at enhancing social welfare and change, considering, above all, values such as inclusivity, diversity and sustainability.
The Challenge
To use the new Brand to demonstrate the dynamism, transformation and value of remaining close to the BAU community (students, alumni, lecturers, associates…) without ever relinquishing the demanding standards and prestige of a university.
30 years building community through branding.
The Strategy
Through a brand audit, we discovered how the students and alumni perceived the university. We used the initial results to organise sessions of co-creation with the BAU teaching staff and management team, aimed at the joint construction of the DNA of the new brand (values, positioning and value proposition). Out of these sessions grew the new brand concept: BAU, The Innovative University.
The Result
The new brand symbolises the dynamism and appetite for constant transformation and the value of staying close to people. Simple, solid and essential. With a symbol that Works as a logo and brings together the geometric shapes that form the word BAU. The use of black and white enhances the powerful, direct and innovative essence of the change. The visual system has grown out of the brand itself and is constructed in a simple, creative and easily identifiable way.
