BAU – Creating a distinctive identity for the future
BAU, the University Centre for Art and Design in Barcelona, has been a leading educational institution since its inception. Our collaboration with BAU began in 1989, when we designed its first visual identity, and over the years we have continued to evolve its brand. Now, as it embarks on a new phase, Batllegroup has redefined its identity and visual universe to consolidate its strategic positioning in the academic world, with a renewed focus on placing students at the centre of the institution.
Strategy based on research
The process began with a thorough research phase, which included workshops with representatives from all academic levels, allowing us to identify four distinct academic profiles. This collaborative approach enabled us to develop a strategic brand identity based on a new vision:
I create for the contemporary world BAU is my engine of knowledge, creativity, innovation and awareness, enabling me to develop my creative personality.
The result is a brand vision from the students' point of view, emphasising the relationship between the teaching staff and their environment, where BAU is perceived as a space for creative exchange and academic growth. Beyond sustainability, we adopt the concept of “ecologies”, integrating nature, society and the creative disciplines into a unified and holistic vision for the future.
BAU's redefined visual identity focuses on the strategic use of colour, highlighting green as a key differentiator. This vibrant colour stands out against the traditional black and white palette, which continues to symbolise the institution's long tradition and academic rigour. Green not only brings a modern and fresh perspective, but also reflects BAU's commitment to creativity, sustainability and growth. It acts as a visual marker of BAU's unique approach to education, offering a bold contrast that reinforces the brand's global identity.
On this colour base, the design incorporates geometric shapes that play a crucial role in creating a cohesive and recognisable visual language. The introduction of the “U” as a central element unifies the different visual aspects of the brand, creating a symbol that can be applied across all touchpoints. This simple yet bold shape reinforces BAU's identity and ensures consistency in brand perception.
