Aarhus School of Business
- Client Aarhus School of Business
- Project Visual Identity
- Year 2002
It’s About Money
Engineers were the heroes of industrial society. They built
the roads, power plants and canals without which the mass production of refrigerators, cars or designer furniture could never have
taken place. Aarhus School of Business is about educating the heroes of the networked knowledge society.
Infrastructure often precedes products, just as structure often precedes creativity. The knowledge society needs creativity, biotech, nanotech and design. But it also needs someone who can create
logistical systems to bring the goods there on time. Someone who can deal with the finance, budgeting and overhead that make innovation possible.
Educating the knowledge society
Aarhus School of Business (ASB) educates the people that create the infrastructure of the knowledge society. It is a classic and rigorous business school with a humane teaching approach and an open attitude to businesses and people.
Aarhus School of Business (ASB) educates the people that create the infrastructure of the knowledge society. It is a classic and rigorous business school with a humane teaching approach and an open attitude to businesses and people.
The original logo for ASB had been designed by legendary Claus Achton Friis, inspired by an old Roman coin found near campus. Through this he epitomised the essence. First and foremost, Aarhus
School of Business is about money. It is the object of and precondition for research and teaching.
The redesigned logo is money
Therefore, money was the starting point when e-Types decided to redesign the logo that had been allowed to dilute Friis' idea. The redesigned logo is money. Its defining circular shape is an abstraction of the original coin.
The rest of the visual identity was built upon and around a study of ASB's brand and positioning conducted in cooperation with e-Types in 2001-2002. A more modern and tight style was needed. ASB has arrived at a form of visual expression that embodies its strategy.
Since 2001-2002 e-Types has worked extensively with ASB on a wide range of projects ranging from photo concept, magazines, new sub-identities for institutions and projects and a wide range of publications. e-Types has worked as the guardian of the brand in cooperation with the ASB communication department making sure that everything from flyers for new students to graduation diplomas and online communication holds the right tone.
Over 5 years e-Types has participated in developing ASB's brand from being a fairly unknown business school in Jutland into being an internationally recognized business school. Developing the website was one of the cornerstones of the identity and aimed at communicating the vast number of activities, networks and cooperation on the school. The website was awarded Best on the Net (Bedst på Nettet) in 2004.
As of 2006, ASB has become a part of Aarhus University. Following the design of a new visual identity for Aarhus University by another agency, the ASB visual identity will be closed down. However, the project still stands as an example of big ideas and consequent year-by-year identity management that expresses the soul of the institution in an elegant way.
Therefore, money was the starting point when e-Types decided to redesign the logo that had been allowed to dilute Friis' idea. The redesigned logo is money. Its defining circular shape is an abstraction of the original coin.
The rest of the visual identity was built upon and around a study of ASB's brand and positioning conducted in cooperation with e-Types in 2001-2002. A more modern and tight style was needed. ASB has arrived at a form of visual expression that embodies its strategy.
Since 2001-2002 e-Types has worked extensively with ASB on a wide range of projects ranging from photo concept, magazines, new sub-identities for institutions and projects and a wide range of publications. e-Types has worked as the guardian of the brand in cooperation with the ASB communication department making sure that everything from flyers for new students to graduation diplomas and online communication holds the right tone.
Over 5 years e-Types has participated in developing ASB's brand from being a fairly unknown business school in Jutland into being an internationally recognized business school. Developing the website was one of the cornerstones of the identity and aimed at communicating the vast number of activities, networks and cooperation on the school. The website was awarded Best on the Net (Bedst på Nettet) in 2004.
As of 2006, ASB has become a part of Aarhus University. Following the design of a new visual identity for Aarhus University by another agency, the ASB visual identity will be closed down. However, the project still stands as an example of big ideas and consequent year-by-year identity management that expresses the soul of the institution in an elegant way.
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