Amsterdam's science departments of VU University and the University of Amsterdam want to join forces in the Amsterdam Faculty of Science. In the future this AFS should be a place where scientists, students, entrepreneurs and government will work together. Where fundamental research will be the foundation for tomorrow’s world and applied research will contribute to today’s innovations. The AFS wants to have a leading position in the field of science. In the Netherlands and beyond.
A joint science institute for Amsterdam universities
Bourne advises the Amsterdam universities VU and UvA about the positioning and branding of a joint science institute. The cultural differences between both universities are large though. Fortunately ‘betas judge each other on merit, less on culture’, as someone assures us in one of the interviews that we held in preparation for two positioning workshops. Herein participants from both universities meet each other in a shared ambition to develop a science city in Amsterdam, a place of deepening knowledge and with international allure.
The dream of an Amsterdam Faculty of Science
‘AFS will be the place to be when it comes to leading science education and research. Where scientists, students, entrepreneurs and government will work together. Where fundamental research will be the foundation for the world of tomorrow.
Where applied research will contribute to today’s innovations. Because there’ll be room to explore and deepen your knowledge. For in the growing science city of Amsterdam that we will create together, seeking, finding and sharing knowledge will come naturally.
AFS will be known as and praised for its innovative curriculum, international research, level of publications and innovative results. AFS will mark a new way in science with flair and allure. In the Netherlands and beyond.’
(part of the corporate story)
Design meets science in AFS’s logo
Based on the positioning and the corporate story, we make a start with the visual translation of the identity of the Amsterdam Faculty of Science. We develop a logo which is generated by a number of parameters to be delivered by AFS itself. The shape of the logo varies based on fluctuations in those parameters. Dynamics and exact science come together in the visual appearance of the institute.
The logo is received enthusiastically by all, but unfortunately approval for the establishment of the AFS has not (yet) been granted.