ZHAW
Sound Identity
Client:
ZHAW
Year:
2022
New things do not emerge from knowledge. New things emerge from what we do not know. Because only the unknown makes us thinking. And thinking is the beginning of everything. This is the guiding principle at the Zurich University of Applied Sciences – and it has found a new level of expression through sound.
The Zurich University of Applied Sciences (ZHAW) is one of the leading Swiss universities. It offers education, research and postgraduate training - practice-oriented and with a profound scientific basis. With expertise in sustainable development and digital transformation, it imparts future-oriented knowledge and actively shapes the digital and ecological transformation.
Ambition
The evolvement of our society and its professional sectors are also changing the landscape of higher education and research at universities. Rarely do model solutions and standard processes lead to the goal. It takes more than mere specialist knowledge. That's why the ZHAW wants to convey the topic of innovation not only in a technological sense, but in the sense of fundamentally establishing something new. This core principle is now to be given a new level of expression in the form of sound: A sound identity that represents the umbrella brand "ZHAW", makes it clearly recognizable and supports the communication of its departments, organizational units and institutes. The aim is to create a coherent sound system of assets that simplifies the use of sound and music in everyday communication and is flexible enough to be used for current and future needs.
Execution
The sound world elaborated in the sonic branding process appears futuristic, driving and open. Unexpected twists and novel sound combinations establish a mixture of atmospheres of knowing, "not knowing" and exploration of the unknown. By doing so, the sense of innovation is not conveyed in a "technical" way, but rather in the sense of curiosity, playfulness, and progressive thinking. At the same time, the sound simply puts you in a good mood without sacrificing self-confidence or seriousness.
