Flexible Identity System for the Budapest Metropolitan University of Applied Sciences (MET)
PITCH PROPOSAL
BACKGROUND
The university formerly known a BKF is the largest private university in Hungary. It is continuously growing in terms of student number, while the portfolio is also constantly being broadened with new programmes. The time has now come for BKF to change its name, logo and identity to something that represents its values in a better way.
The new name is Budapest Metropolitan University of Applied Sciences, or MET for short (Budapesti Metropolitan Főiskola in Hungarian). Metropolitan, referring to someone / something that is part of a very large and busy city. The university defines itself as a modern, living, bustling and continuously growing community which is developing dynamically.
MAIN VALUES
The main values of the university are creativity, innovation, open intellectuality and immediacy. The institute emphasizes the importance of practice-centered training which reflects on the demands of the labour market.
SLOGAN
We develop creative thinking. (In Hungarian: Kreatív gondolkodást fejlesztünk.)
Building of MET in Budapest, Hungary
THE BRIEF
The university needed a flexible identity system, with one main logo to be joined by five further logo mutations, which symbolise the five faculties. The new logo and identity must represent the position and goals of the university, and epxress the main values and vision as follows:
• high quality education, outstanding infrastructural background
• continuous growth, increasing number of programmes and students
• English-language programmes, plans for further strengthening international presence
• open, creative, competitive atmosphere and dynamism
• reliability
INSPIRATION / CONCEPT
I perceive origami – or the art of paper folding – as a synonym for flexibility, plasticity and creation. The action of folding and creating a 3D object from a 2D flat sheet of paper can be viewed as a metaphor for transforming students into more knowledgeable individuals.
THE SYMBOL
The basic symbol was created by combining paper folding and the initial 'M'. One set of surfaces is lit (lighter), the other set is shaded (darker).
SYMBOL VARIATIONS
New symbols were created by changing the way of folding, but keeping the original bounding shape.
SYMBOLS – FINAL FORM
The final form of the symbols is obtained by replacing the grey of the lit surfaces by a striped pattern.
PAPER MOCKUPS
To keep authenticity, symbols were also modelled 'in real life'.
COLOR PALETTES
The color circle was divided into six equal parts, and thus six different color palettes were created.
COLOR PALETTES ASSIGNED TO THE FACULTIES
The six color palettes were matched to the faculties of the university based on the generally recognized characteristics and symbolism of colors.
FULL COLOR VERSIONS
FONT
Font choice for long and short name of the university.
Font choice for name of faculty and slogan
LOGO
Complete logo with symbol, long name and short name.
FACULTY LOGOS
Logo mutations with symbol, long name, faculty name and slogan.
COLORS
Symbols displayed with the use of direct color, single color and inverted color.
ALTERNATIVE ARRANGEMENTS
LOGO IN USE
THANK YOU FOR WATCHING!
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