Wyższa szkoła logistyki

The authorities of the Higher School of Logistics wanted to maintain the number of students and gain new ones in the future. That is why we were invited to cooperate in developing a new identity and brand strategy for the university and a comprehensive visual identification project. As part of the work on the brand, we conducted qualitative research among the university’s target groups – potential students, current students and graduates. The effect of work with the Client’s marketing team was to build a unique image not only on a Polish scale. The project was recognized at the prestigious Rebrand Global Award 100 2013.

While working on the brand concept, we could not interfere with the construction of the sign due to the excessive costs of changing the exposure for the University. Therefore, we only carried out minor work to “tidy up” the readability of the sign. We then used the triangle that is the base of the WSL signet as an element in building the visual style of the brand and KeyVisual.

A visual motif characteristic of the brand

The creator of the brand logo intended to show an “opened package, carton” as a symbol of logistics. Based on the logo we received, we used triangles from the signet to build graphic symbols – sub-brand logos, iconographic elements, graphics. As can be seen in the examples above, “illustrations” composed of triangles created a unique, unrepeatable style in the University’s branding.

In the photo layer, our goal was to show different means of transport and connect them with a “straight path”. A path understood as a symbol of striving for a goal, heading to a desired place, while at the same time directly associated with transport, logistics, searching for the optimal route, covering distances. For students, the message of these symbols is a “straight path to a career“.

We designed both stationery (business cards, writing paper, envelopes, occasional materials, student cards, folders, etc.) and promotional items (student folders, promotional billboards, press ads). The main message of the brand is “The first logistics university in Poland” – implicitly the first not only in terms of establishment but also in terms of the quality of teaching.

In each project we look for “delicacies” that will make it unique. For WSL we created unique cutting dies for materials such as a folder, business card or invitation cover. In each of them there were unusual “cutouts”.

When designing the website, we primarily wanted to achieve the effect of information transparency for various user groups (students, academic teachers, high school students) and show the prestige of the university (many of its graduates have achieved high positions in the logistics industry). In terms of UX, we based it on the best international solutions, analyzing brands such as MIT, Oxford or ale.