Mission

During apprenticeship, we were assigned to write a practical term paper about corporate identity based on the Berufskolleg West. The paper was to be done in groups of five due to a short time limit of just two weeks. Contents of the paper were a rebriefing, situation analysis, target audience analysis, objective definition, market strategy, corporate culture, corporate behaviour, corporate communication and corporate design – exemplified by various media.

Though not the initial objective of the papers, our concept was very positiviely received and decided to be made a reality. Consequently, my group was offered to continue working for them, which I accepted alongside one other group member.

Logo creation

Being in the industrial-technical field with a lot of high technology equipment and progressive orientation, it is clear what the new logo needed to be: modern, stable, efficient.
The geometric shape language and typography are resemblant of the precision, a core value of this branche. Combining a wordmark and iconography for a hybrid logo allows finding the balance between simplicity and distinction.

To achieve a coherent and memorable logo, the visual branding revolves around the the name, tying the "west" motif into it, allowing easy association and recognition. Additionally, colour variations of the logo are used for each subdivision of the school, again strengthening the mental connections. Three of these colours can be found in the paramount logo, showing the variety that this school covers.