Client
Guild of Automation and Systems Technology
Year
2022
Category
Visual Identity Design
Guild of Automation and Systems Technology
The Guild of Automation and Systems Technology (AS) is Aalto University's guild for students majoring in Information Technology, Automation Control Engineering, and Digital Systems and Design.
My collaboration with AS began in October 2022 as the lead designer for the guild’s visual identity redesign. The objective was to create something future-forward yet recognizable to the guild’s current values and community.
The main challenge was the question of how to redesign the visual identity so that the current community doesn’t become alienated from the redesign, but still seems bold and future-forward.
My design process had an emphasis on user centric design. I attended exploration workshops with the board of AS to gain a deeper understanding of the brand.
AS hosted a logo redesign competition for it’s community to ideate on a new look for the guild. None of the concepts ended up becoming the final product, but the board wished that the entries were used as a source of inspiration for the redesign.
The end result is a visual identity which takes into consideration the community of AS from different walks of the road. The new visual identity respects the restrictions and history of symbolism, visuals, and color of AS, but translates it into a bold and future-forward tone.
Restrictions regarding the logo design were that it had to remain the shape of a cogwheel. The importance of the logo’s flexibility was expressed, so that it can be used as an icon on its own and combined with typography.