At its core, the visual identity for the University of Applied Social Sciences is a graphic system designed to overcome the limitations of a traditional logo, allowing the brand to be recognized through a distinctive set of visual elements and pictograms.
SMK is a university, based in Vilnius, that came to us with a clear problem — its stiff corporate identity did not project their modern spirit or creative value to students, both potential and current. As a result, the funnel of incoming or interested students has been gradually decreasing. Moreover, a lack of differentiation among other higher education institutions was damaging the perceived advantage that SMK studies provide.
During the design process we came to a decision that the most untapped, yet potential filled asset, we could help SMK harness is its wildly creative students. Instead of the standard design approach, we set out to create a visual language that the community could co-create on their own. We created a design system, which allows each student to create a personalized SMK logo as well as branded materials through an interactive game. It was an overnight hit inside the community, with nearly 100% of students creating their own customized solution within the first month of the release. It did not take long for the impact to be noticed beyond the community as well. In the first year after its launch, the number of students choosing to study at SMK— even without a state-funded place— increased by an impressive 57%.
Here we present the SMK logotype generator. With this app SMK students can create their own unique symbol. 4 easy steps of games and tests and the application generates a personal logotype. The exported logotype can be used on any university paper work, social media or merchandising.
To present every individual we created more than 200 pictograms. Together they become a graphic system that overcomes any limitations of a traditional logo and helps to recognise the brand from distinctive set of different visual elements.
As the brand expanded digitally, we created a fluent web page experience where identity symbols help tell stories about the specialties and core values of the university.
“ I find this to be entertaining, exciting, and bold. ”
