NHL University Identity

November 15, 20090 Comments

Recently NHL University revealed their new identity and brand - not only is it good looking, but there is some very interesting thinking behind it. For one of the first times (that I have seen) the design of the brand and logo has been inspired by the building itself.

The University (in the Netherlands) has a new building nearing completion, designed by Dutch architect Herman Hertzberger. It is a masterpiece of glass, and diagonal lines, intersecting and crossing through one another. The building itself is quite eyecatching and unique.

In a masterstroke, the design firm koeweiden postma has used this stunning and unique building as the inspiration for the new identity. The lines of the typeface mirror the angled lines of the building, and the lettermark is set to show perspective as though you are looking at the building going into the distance. In fact the lettermark even comes in two flavours, showing two different perspectives.

The highlight for me is the wider aspects of the identity. A grid was made up based on the angles of the building. Various polygonal shapes were generated from that grid and, in different colours, are used throughout the universities marketing collateral and other publications.

koeweiden postm deserves great credit for their approach. It is something innovative and different, and I love seeing the extension of a buildings design into another realm.

What do you think of it?