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Responses by Stephen Gilmore, partner and director, North.

Background: The purpose of the project was to create a new visual identity for Norwich University of the Arts in Norwich, United Kingdom, reflecting its rich history, ambitious vision and the concept of “creative exchange.” The project aimed to showcase the university’s dedication to collaboration, innovation, and the fusion of traditional and digital art forms. Its target audience includes the university community—students, staff and alumni—as well as aspiring creatives and the broader public interested in arts and design.

Design thinking: The solution was inspired by the unique identity of Norwich as a city that honors its past while fostering innovation and creativity. The design captures the spirit of community and exchange that characterizes both the city and the University. By blending historical elements, such as Norwich’s weaving heritage, with modern digital art influences, the design system aligns with the university’s ethos and its future-forward approach to arts education.

Challenges: Balancing the need to honor Norwich’s historical significance with the goal of presenting a bold, contemporary vision. Achieving this required extensive collaboration with the university community to ensure the design resonated authentically while still being innovative and versatile.

Favorite details: The custom typeface is a standout detail, reflecting the craftsmanship and versatility that are central to the University’s identity. It successfully ties together the historical roots of Norwich with the forward-thinking, experimental spirit of the institution. This blend of tradition and modernity encapsulates creative exchange and effectively represents the University’s diverse disciplines.

New lessons: The research revealed Norwich’s rich cultural history, including the role of the Elizabethan Strangers, Protestant refugees from the Spanish Netherlands, in shaping the city’s identity through their weaving and textile knowledge. This historical insight provided a deeper understanding of how collaboration and exchange have long been integral to the city’s character, which became a foundational element of the design narrative.

Visual influences: Norwich’s heritage in textiles and weaving, as well as its reputation as a hub for innovation and digital arts. The interplay of traditional craft and computational forms informed the typography and dynamic design elements, creating a visual language that bridges past and future while celebrating experimentation and creativity.

northdesign.co.uk

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