We had the honor of designing the new visual identity of the University of Theatre and Film Arts Budapest (SZFE). The university with its 150 years history has started a new chapter this year. The management of the institute decided it’s time for the university to represent itself with a new branding as well. They wanted the new identity to emphasize the importance of the old values while representing a modern and progressive visuality.
The logo itself is part of a complex visual system. We wanted to create a very characteristic, powerful sign that is easy to remember. The form itself gives you the ability to a lot of association in the fields of film and theatre (stage, auditorium, screen, stairs, frames, layers, in the wings, etc.) The proportion of the basic rectangle is 16:9.
With the dynamic system we wanted to reflect on the fact that the university works as a catalyst for the students. There are individual paths, improvement and processes in each student’s life. Besides that, the system reflects on the connection, collaboration, partnership and teamwork behind each production. Viewers only get a final product but there are so many layers of a film or a theatre piece we don’t see at all.
The colors of the identity are black and white, completed with some pictures of the actual issues and the results of the students and alumni. The basic elements contain the characteristic logo with a lot of pure surfaces and simple typographic solutions. This base completed with the photos and the playful use of the graphic system give the visual unity of the identity.
We found it important to create a branding for the university that fits in todays visual trends and capable of being used not only on an official level but as part of the everyday university life,
as a real brand.
as a real brand.