Responses by Anders Noerback Rasmussen, brand experience director and designer, Manyone.

Background: We designed this identity to mark Kolding School of Design’s transition into a full design university. It needed to elevate the school’s academic credibility while staying rooted in its hands-on, experimental spirit. The goal was to create a brand system that could position Kolding as a globally—appealing institution to international students, researchers and collaborators while resonating with the local community. It’s a system built to both represent and activate.

Design thinking: We wanted the identity to function less like a label and more like a platform—something that could evolve with the school. The central idea became representation: the identity should not speak for the school but with it. The geometric K logomark acts as a framing device, spotlighting students, disciplines or ideas. The logotype itself is modular—it can adapt to say “Kolding School of Fashion Design,” “Kolding School of Game Design” or even “Kolding School of Alexander’s Design” for a hypothetical student named Alexander. This flexibility enables the school to embrace individuality while maintaining consistency. It’s structured but never static.

Challenges: Finding the balance between flexibility and formality. As a university, the identity needed to carry authority and work seamlessly across institutional materials from research papers to signage. However, it also had to feel human and expressive, especially to students and the creative community. Getting the tone right across that spectrum was a constant push and pull. And, of course, it’s always slightly nerve-wracking designing an identity for designers. There’s no tougher crowd.

Favorite details: The adaptive logotype is something we’re particularly proud of—it’s not just flexible; it’s inclusive. It allows the school to highlight people and programs by name, giving them space within the brand. Another favorite is how the K can be used as a mask. Whether filled with student work, materials or motion, it creates a sense of transparency and showcases design as process—not just outcome.

Visual influences: The identity draws on Danish design values: clarity, craft and modularity. We also looked at academic institutions with strong identities to understand how structure and personality can coexist. Typographically, we paired Victor Serif for its sense of academia and craftsmanship with Söhne, which adds modernity, simplicity and functional precision. Together, they mirror the school’s DNA of tradition meeting progress.

Specific project demands: The project had to support a much larger transformation—from school to university, from regional to international. That raised the stakes. However, the vision was clear, and the school’s leadership gave us the creative trust to go bold. That made all the difference.

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