Boundless for Generation Z - Corporate Design and Website for HTWG Konstanz
After an internal strategy process in which the HTWG University of Applied Sciences Konstanz repositioned itself, we were commissioned with the corporate identity and the conception and design of the website for the university. Our task was to develop a corporate image that would strategically position the university within an increasingly competitive environment, on the one hand, and attractively appeal to the demanding target group of future applicants, on the other.
Set up for the future
In the run-up to our corporate design process, the Executive Board of the HTWG initiated a strategy process in the winter of 2014/15 with the aim of developing a common vision for the university and approaching it step by step. Representatives of various committees and organizational units of the HTWG have developed six values under which the HTWG will place its future actions: lifelike, boundless, visionary, authentic, respectful, effervescent.
The vision of the university was jointly expressed in words: "The HTWG Konstanz is an interdisciplinary and borderless university, anchored in the Lake Constance region. It is a leader in the promotion of innovation and potential through high-quality, lifelike teaching, research, knowledge transfer and continuing education. Internationally positioned, it is a recognised partner of science, business and the public. Humanity, authenticity, reliability, respect, effervescent creativity, visionary thinking, the common will to open up opportunities and an inspiring environment characterize the university.
The visual appearance of the HTWG has, among other things, the task of making the university's values visible.
The new CD has the internal and external strength to transport the future orientation of the HTWG with freshness and energy.
– Julia Zádor, Communication Department of the HTWG
The basic idea of the corporate design is formed by the topics "Centre" and "Networking". With its new appearance, the HTWG presents itself as a location with international networking, optimal career prospects, excellent infrastructure and an attractive location. This basic idea is visualized by a visible grid system in which individual points can be marked or connected.
The new appearance
For us, it was important to create a flexible design system with the new design for the University of Applied Sciences Konstanz that adequately implements the strategy the university set itself last year. It conveys dynamism and innovative spirit, but also consistency in the proven.
The new logo of the HTWG radiates seriousness, the further design elements allow a high variability, which clarifies innovation joy and sparkling creativity. In terms of typography, design elements, use of colour and imagery, the design makes it possible to convey both dynamic aspects of the university vision, such as farsightedness and future orientation, as well as fixed, dormant facets of the vision, such as closeness to life and credibility.
The new CD contributes to strengthening the identity of the university both externally and internally.
– HTWG President Prof. Dr. Carsten Manz
The logo and the dot grid are individual components of a flexible appearance that will allow the HTWG to appear differently in communication depending on the application, format and target group and yet be recognizable. Since the logo will rarely be seen without context, it is designed to interact with the context. Among other things, it is able to include the faculties as senders.
The new CD offers a uniform design framework for all important means of communication, from flyers and posters to a responsive website (Internet presence that is also easy to read on mobile devices). It is the visual framework that will shape the "HTWG brand" and make the HTWG unmistakable as the sender. "This helps us in the increasing competition among universities and scientific institutions on a national and international level. The new CD contributes to strengthening the identity of the university both externally and internally," explains HTWG President Prof. Dr. Carsten Manz.