The University of Basel sees itself as an organization that values and promotes the diverse potential of its members, regardless of age, religion, gender, cultural background, sexual orientation and disability. The aim of diversity is to make the university universally non-discriminatory, gender-sensitive and family-friendly, as well as to noticeably increase the proportion of women at the higher qualification levels. In the course of renaming the Department of Equal Opportunities to Diversity, SUAN designed a variable, fresh key visual that blends in perfectly with the corporate design of the university.
The color Mint is the defining element of the corporate design of the University of Basel. In terms of color branding, this recognition element is used as a title element of all media in the form of a "Brand Panel". The aim was to create a key visual that expresses the values of diversity, is perfectly compatible with Mint and can also serve as a background for the titles of print media. The solution is the breaking up of the color mint as a symbol for the university into its pastel spectrum. The fluid and multi-layered visual shows the concept of diversity in abstract form and is easily adaptable to all media.
The key visual shows diversity in constant motion. On the multi-layered changeable surface, the colors change in the defined spectrum - reflecting the vibrancy and variety of the eponym Diversity. This active component is animated in all digital applications.