The Bern University of the Arts gives itself a new look
Every now and then, it’s nice to change things up a bit. That’s why the HKB took the initiative to design a brand-new corporate identity, complete with a branding campaign. The result has been live on public and digital platforms since the end of August.
The Corporate Design was developed on the basis of a special status of the HKB department within the Bern University of Applied Sciences BFH. As a regionally anchored, but internationally active art university, the HKB is dependent on an independent and unmistakable appearance.
The need of the HKB to be able to present itself to its stakeholders in a way that is appropriate to the target group is being met with the development of a new corporate design. In recent years, the visual design of the new CD has occupied the BUA intensively. In a participatory process with lecturers and students, the brand identity and its visual implementation were developed. The new logo of the BUA is at the center of this process: it shows the BUA as a design-profiled educational institution through a concise and playfully usable typographic solution.
Homemade design
The design was developed by HKB Atelier in collaboration with HKB Kommunikation. The typeface was created by an alumnus of the university, and the process was strategically supported by staff with many years of experience in branding. The campaign texts were created in a workshop with students and lecturers. And the sound in the digital applications was produced by the Sound Arts program.
The campaign was designed for the cityscape of Bern and Biel. In addition to various print formats, there are animations for public transport, cinema, social media and various online targets. The Zauberküche agency is responsible for media planning in this context.
Campaign Concept: Jacques Borel, Marco Matti, Julia Schiller. Design implementation: Marco Matti, Moana Bischof, Jacques Borel, Severin Hürzeler, Lara Kothe, Christoph Miler, Lydia Perrot, Renate Salzmann, Sebastian Wyss (Atelier HKB, collaborators as of 2018). Type design: Reto Moser (HKB alumnus and Typoclub member). Realization web portal: Christophe Olivier, Raphael von Niederhäusern. Cooperation Communication: Cyrill Bohnenblust, Nicola Fischer, Virginie Halter, Kerstin Linder, Daniela Nyffeler, Flavia Schneider. Campaign Consulting: Regina Dürig (SLI lecturer, head of text workshop with BUA students and lecturers). Sound Clips: Lisa Mark, Robin Siedl (Bachelor Sound Arts students). Media Planning: Magic Kitchen. Release Committee: Thomas Beck (Director HKB); Andreas Vogel (Head of the Department of Design and Art). Overall management: Christian Pauli (Head of Communications HKB).
