Why Identity?

Initially, when we were introduced to the studio topic, I was entirely clueless. The theme was interesting, very challenging and it made me think about the true 'role' of a designer. Where does the designer intervene, at what scale and to which extent? What is 'normal' or an 'acceptable design? Do I really need to 'build' more or 'reorganise' existing systems and therefore make it more prominent, approachable and therefore accessible? Such questions and more were addressed during the initial research phase of studio.

After a meeting with Saskia and the vice-principal of Regenbogen Schule, it was clear to me that;

Institutes which cater to differently-abled children/ people need more funds to upgrade their infrastructure and facilities, hire qualified instructors as well as raise awareness and make their presence and work be known to the city. 

Looking at their current identity and visual presence, we decided it was crucial redefine and redesign their visual identity; a practical project derived from an existing design issue rather than based on assumptions.

lOg0 dEs|Gn

A strong logo must not only look good and attractive but also give an impression of seriousness and intent to the public. Capturing the essence of the client and establishing a connection with the audience, metaphorically or literally, is, I believe, the a crucial aspect of identity design. 

We explored a variety of designs for the logo ranging from icon based to geometric to a handwritten style. What we realised with these options is that it was very rigid. Rigid with its associations and meanings to the theme of the school and were limited in its playful capacity. 

Our intent to give an impactful appeal was addressed through vibrant colours and a dynamic playful logo.  

Shaheryar Sindhu, who has immense experience when it comes to designing corporate identity, guided the process of building an identity for Regenbogen Schule and it was clearly evident with his approach and design sensibilities. He conjured a logo which is playful, diverse, colourful, yet belonged to one family. Using a type based logo over an icon based logo was purposeful. It brilliantly encapsulates the theme for the studio and provides a strong foundation of elements and assets not only for various identity applications but also for other design teams in the studio.

Slogan and Typestyle

'Wir fördern in Allen farben' 

A strong slogan should clearly define the purpose and intention of a service. The above sentence translates to 'We nurture/ support/ promote/ foster lifestyles of all colors'. The word 'fördern' has many contextual meanings which fit very well with the school. 

The slogan was used for creative advertising as outdoor banners and posters.

FARBEN PRO: This primary typeface, designed specifically for Regenbogen Schule's brand identity, serves a vital role in establishing a cohesive and consistent visual language across all brand touchpoints. It is prominently featured in the school's logo, headline text, bullet points, and other important titles, ensuring that the brand's identity and values remain visually prominent and memorable.

Character Design

To introduce the characters was a decision of much debate. Since a school is about the essential basics, the initial theme was to base them on the 3 most basic shapes; circle, triangle and square as well as give them a specific persona. They were developed with the intention to create meaningful stories and comics.

However, after the logo was finalised, the characters also needed to adapt inorder to match the visual identity. The sketchy, scribbly characters, although cute and versatile, were no longer in visual sync with the brand. Thus started a new exploration.

„You know what? each of these letters looks like a character to me“, was my first comment when Shery shared the logo. As seen from the variety of options created, the logo truly gave a good visual platform to explore characters. The characters underwent a lot of changes and iterations and I would once again thank Shaheryar for pushing me out of my comfort zone to arrive at a style that matched the 'identity' of our design.

I still believe there is a scope to make them better. Keep checking this space for newer characters to be aded in the future.

Collaboration and Applications

The Identity we created was meant for all other groups to adapt, apply and accentuate their designs, encouraging collaboration and thus making the entire studio more cohesive. 

I collaborated with Mariia who worked on the app interface for the teachers and parents associated with Regenbogen Schule. Together, we discussed and developed icons for certain sections of the app. The characters represented the specific themes of the section. The icons represented the various situations of assessment and levels of cognitive progress of the student. 

A colouring panel was also create to engage the visitors during Dessau Design Schau. It was interesting to see the enthusiasm and excitement shown for colouring and completing a collaborative, inclusive artwork.

As a self-exploration, I composed a few options for the app login page.

Pictograms

Thanks to the wayfinding team, I was introduced to the topic of Pictograms. The new icons were created to match the graphical style and maintain visual continuity which was an interesting challenge. 

I studied and referred to the pictogram history of the Olympics, which possess a sophisticated use of anatomy, colors, emblems and proportions.

For the purpose of this exercise, the places of choice were Cafe, Mensa, Toiletten and other common areas that a school would have. Even dor signs were created and applied across Hochschule to resolve the existing confusion of pulling or pushing a door. 

I shall be adding and updating more pictograms to the archives in the coming weeks. :)

Observations and Learnings

A moodboard of visual references and inspirations is vital. It really helps to stay on track with the design exploration and overall vision of the project. 

An identity design is done with multiple applications in mind. It has to be simple, clear and bold, yet versatile, innovative and 

Intuition is a good aspect of design but it is important to not get carried away. This is where mood boards help to bring the exploration back on track. 

Build a trustable and honest working environment: This is crucial when working as a team. To ensure a productive and a desirable design output, a clear and honest communication of roles and responsibilities goes a long way. It not only helps team members gauge project timelines but also creates a healthy working environment.

Additionally, I also provided my expertise and consultation to a few groups for their projects (it seems they have been unprofessional enough to give due credits for it or maybe they simply forgot or deemed it unimportant since it was discussed over a casual chat)

I would truly have loved to collaborate with many others and work towards a more cohesive, complete and 'integrated' studio project.