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 consistently non-discriminatory, gender-sensitive and family-friendly, as well as to noticeably increase the percentage of women at 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 recognizable element is used as a title element for all media in form of a “brand panel”. It was necessary 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. Breaking up the color mint as a symbol for the university into its pastel spectrum serves as the solution here. 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.