Emoticon-Based Brand Language
Bildungslandschaften Basel, Switzerland, 2015
Education of children and young people towards a happy and successful life has never been, and will never be, constrained to the classroom. With this in mind, the public education institution Bildungslandschaften Basel aim to connect school and after-school groups with each other. These groups belong to the St. Jakobs Stiftung, with the goal to unite education in the neighborhood of St. Johann in Basel. Every organization in the neighborhood has their own identity, their own processes and ways of communication. Our collaboration with Bildungslandschaften Basel aimed to intertwine this patchwork through a common appearance.
The challenge was to design a system which is easily recognized by children, teenagers and adults alike. Furthermore, the system needed to integrate existing identities, enhancing them rather than replacing them. This was accomplished with an emoticon-based system. Each institution was encouraged to create, in collaboration with their members (mostly kids) a unique emoticon, using an emoticon system creation kit.