Visual Identity For The Danish Association of Masters and PhD's
This is a proposed visual identity for The Danish Association of Masters and PhD's (Magisterforeningen). The association is a union for university educated workers. The identity-design is based on a well-researched communication-plan made during seminars at The Graphic Arts Institute of Denmark.
The main focus of the identity / communication-plan is to position Magisterforeningen as the eco-friendly, caring and emotional alternative to it's to nearest competitors DJØF and IDA two other danish unions for university educated workers.
Therefore a stylistic heart was chosen as the logo. The heart is divided into two and is in strong red and orange colors to symbolize emotions and the will to fight for better rights.
The logotype is the rounded brushy serif-typeface Dolly by Underware (yes, we're fans!). Dolly is perfect because of it's references to humanistic book typefaces - university and books go well together! In the identity it is also used as SmallCaps to further strenghten the link to book-design and to convey this solid and trustworthy feeling that is a must to have towards your union.
The tagline of the logo is 'Overskud til Fællesskab'. Roughly translated it says something like 'we have the surplus/energy to care for all/the community'. If you had to make a usable english tagline it would be 'care for all'.
Apart from the basics of an identity and a thorough design guide, the identity was also applied to various elements like f.ex. a magazine, a website and an exhibition stand.
Download the complete design guide