Developed as an intensive one-week brand identity concept for Budapest Metropolitan University (METU), this project presents a visual identity system spanning digital interfaces, campus wayfinding, stationery, and promotional campaigns. The aim was to modernize the university’s visual presence while reflecting its commitment to art, design, business, and global education.
The Concept
The campaign headline “Crafting the Leaders of tomorrow at METU” positions the university as a starting point for creative and professional growth. A modular monogram spells METU in a 2 × 2 grid. Repeating arrows and geometric blocks suggest guidance, academic progress, and the convergence of different fields of study.
Art Direction
Electric cobalt (#265bf5), deep navy (#122b86), black, and white give the system a high-contrast palette. Lack serves as the display face, with Poppins and Ranade establishing a clear hierarchy across print and digital layouts. The identity extends to campus pictograms and floor maps, responsive web interfaces, social media, student cards, embossed stationery, merchandise, subway billboards, and flags.
Final Reflection
The proposal connects the physical and digital campus through a shared visual language. The modular grid, cobalt palette, and directional symbols carry across applications, from finding a classroom to browsing programs or seeing an admissions campaign.
