hgkz + hmtz = zhdk

Corporate Design

Project: Joint corporate design for the fusion spawning the Zurich School of the Arts (zhdk). Brief: Continuity and change: The corporate design updates the history of a concrete, modern tradition, while at the same time communicating a future that is wide open to creative diversity. Institution and individuation: An integrated external appearance and as much scope as possible for internal creativity in widely divergent areas of research and study. Core concept: hgkz and hmt (the future zhdk) are seen as an open space integrating a large number of departments, each with their own identity. This “open space” becomes the design principle. “Unity” is not represented in a logo or lettering, but in a concise creative treatment of “diversity”.