- Branding ServedProject Featured On:Branding Served — 8/9/12
- Yrkeshögskolan Göteborg
Identity, Stationery & Website
- In fall 2010, the school formerly known as KY Akademien in Gothenburg needed a new brand identity after changing their name to Yrkeshögskolan Göteborg (henceforth YHGBG). Already being a strong brand in the local field of higher vocational education the black and yellow colour palette, a key element from the existing identity, was kept. Apart from that, all other aspects of the identity were redesigned. The comprehensive identity program, launched in part late October '10 has been in steady development with new applications added over the last two years. The full identity encompass a new logotype and brand manual, striping of vehicles, building signage, various folders and other printed matter, as well as a website, an icon set and a range of promotional material.
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YHGBG's identity was designed to convey professionalism, commitment and development but also to be welcoming, engaging and including. The dotted line leaves room for the students' personal expression and proclaims that YHGBG keeps an open mind towards different opinions and are keen on letting the students influence and form their own educational path. It also says that there is more to come building on to the fact that over 80% of the YHGBG's students find employment during their first year out of school.
It also serves a more practical purpose, allowing students and teachers to scribble their names on name tags and business cards. It is also used for writing the names of rooms around the school building such as class room, cafeteria and library. Feature walls in the school buildings were painted either in yellow or in black, chalk friendly paint inviting students and teachers to draw something or leave a message as they pass.
- Website design & development
The main focal point of the YHGBG website is communicating over 40 different programmes within 7 different fields in one coherent voice. With educational fields as far apart as advertising to foot care, the school targets many different groups. A clear, strong, navigation was necesary as well as a cohesive tone-of-voice in both text and imagery. We commissioned and Art Directed the photos for the programmes which were taken by the photographic students of the school.
Developing within in a rigid, civic CMS, we had to come up with workarounds for seemingly easy design problems. Any modifications of the core would effect the websites of all schools in the Gothenburg area, but we managed to solve this, using the standard functionality of the CMS in unorthodox ways to create a modern, well structured site.
- Brand guidelines & Pictograms
The typeface Akkurat, drawn by Laurenz Brunner for Lineto, was used throughout the identity. Serious yet playful, Akkurat match the vibe of YHGBG perfectly. The dot is a reoccurring graphical element used for patterns, illustrations and signage. A comprehensive brand manual (an excerpt displayed above) was put together to, along with a tonality manual, guide everyone who work with the brand.
A set of pictograms was designed for use as signage in the school buildings and in digital and print applications. Six Sector Pictograms represent the six different fields that YHGBG offer education within; Healthcare, Technical, Financial, Transport and Logistics, Restaurant and Bakery, Media and Travel and Hospitality.