Unlike other institutions, NTU’s School of Art, Design and Media (ADM) takes pride in its blend of technology with art, design and media practice. Naturally, we wanted to translate this multidisciplinary approach into their digital brand identity when they approached us to create one for them.
We conceived an identity featuring visually engaging, tech-inspired graphics that can be seamlessly applied to social content across art, design or media. The identity is also designed to be adaptive, empowering the NTU ADM team to create unique content with each content, all while staying true to the school’s ethos.
Typography: A Bold Pairing
Since the identity is designed to be digital-first, we wanted to bring a fresh approach to typography that works well on this medium. By combining two typefaces, each with its own personality, the pairing not only sparks visual interest but also adds a tech feel in a simple yet striking way.
Colour & Vector: Digital Graphics That Pop
In our colour selection, we created a vivid combination that similarly evokes a strong sense of dynamism, while considering how well it appears on screens.
Vector graphics, which can be utilised in certain content, help to accentuate a sense of depth, creating a more impactful look and feel that also helps guide viewers to the content in focus.
Image Treatment: Putting Students In The Spotlight
For people-focused social content, we designed an image treatment that puts students front and centre. Using overlays, soft filters and image masking, we ensure the focus stays on the subject while maintaining depth and clarity. This highlights the student’s individuality, making them the stars, all while keeping the design clean and modern.
Content Flow: A Story Of Variety & Consistency
To ensure that the feed remains cohesive yet varied, we created a range of templates that work well across different content types. These templates allow for flexibility, while maintaining a consistent aesthetic that is fresh and visually exciting.
