cutting corners – stuttgart technical university of applied sciences
visual identity
stuttgart, 2024

the university‘s brand had to include the full name, so there was no question of using a figurative mark.
slimming down to the german initials ‚HFT‘ was off the table too – see above: no abbreviations, please. so we were looking at using a word mark – but in what form? were we going to have to come up with something new? yes and no. among old font exercise sheets in the archives we chose one that really appealed to us. it was designed in 1882 and looked surprisingly modern. we whittled down the letters a little and cut off a few corners, which created a few more. the outcome is a corporate font in which the brand in all its different versions can be typeset. what we have now is a typographical bridge spanning two centuries, illustrating how tradition and innovation can indeed go hand in hand.

stuttgart technical university of applied sciences
visual identity
stuttgart, 2024

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