DYNAMIC IDENTITIES How to create a living brand

This creative implementation is reinforced
by a series of quirky introduction videos
where passers-by are interviewed on the
logo’s meaning. The Dutch answers are
straightforward, while the English captions
cheekily describe the new system in
bombastic design jargon. As one woman says,
“I think it looks like a window”, the subtitle
reads: “The centrepiece of a unique brand
architecture”. The spirit of the videos and the
customisation of the DAE logo loosens the
academy’s institutional feel and reflects its
inclusive, progressive and dynamic nature.
customised
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