Rebrand: ID study association

Giving a study association that has enriched the lives of industrial design students for over 45 years the brand identity it deserves

In the year 2017/2018 I joined the board of ID, the study association for Industrial Design students in Delft. ID is a special place for more than 2500 members, who are able to make friends, get in touch with companies, gain international experience and otherwise make the best of their time as a design student all in one place. During my board year one of our goals was to improve the brand identity of the study association, which we felt was not only outdated, but als misrepresented our values.

This project was done with a team of three awesome ladies (pictured above) over the course of a year. We overcame many difficulties not just in learning how to design a brand, but also in listening (and sometimes not listening) to the opinions of an entire association who had to approve our decision making process.

We are happy to say that the new brand has successfully launched in September 2018 (with an awesome party!), and are curious to see how it will evolve in the future.

Logo with pay-off. Muli in action: notice the cut of the t and the dots of the i
Brand book

We also created a brand book to inspire and guide those that would be using the new brand. The brand book not only covers the new logo and how to use it, but also our character, endorsed logos, typography, fonts, aesthetic and tone of voice.

The old logo (2002)
To involve our members, we asked them what they would like the future logo to look like
Rethinking our name
First designs and iterations
On the brand reveal night, we asked about 100 of our members to vote for their favorite brand
Brand release party to celebrate the new new brand with lots of gadgets
Members read the brand book
Endorsed logos in use
“We have a flag now and we are not afraid to use it”
Incoming freshmen wear t-shirts with the new logo
The updated website (design by Floris Jansen and Nils Westhoff)
The updated website (design by Floris Jansen and Nils Westhoff)
Happy designers 😉

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