Project K-Husmee for Kunsthal Design School

How the Spanish studio created a new identity for Kunsthal Design School husmee.com

THE BRIEF AND CONCEPT

Alain Villastrigo After several meetings with Kunsthal Design School in Bilbao, where we commented on and analyzed their visual identity, they invited us to help develop a new one. As a graduate of the college, I understood the feeling of being a student there. As a designer, creating an identity for a design school is special. They’re a group of professionals with a lot of experience in the worlds of art and design, so it was an honour to be chosen to develop their identity.

What Kunsthal has is a strong human element. Companies will spend a lot of money getting their staff to connect as individuals with their organisations, but at Kunsthal strong links between the staff, students and the school as a whole are already there. What we had to do was to find a way to represent these relationships, their adaptability and the opportunity for personal development that Kunsthal offers.

Early on, we knew that people would be the core of the identity. We researched how people form bonds with one another, how groups form and where that feeling of belonging comes from, mainly from a social perspective. What we needed to identify was something that could symbolize the attachment students have with the school, and we came up with it in the form of adhesive tape. A roll of tape to represent Kunsthal, with individual pieces of tape representing the students.

From there, we needed to come up with a design approach that would represent the positive interactions that occur at Kunsthal and develop a guide that we could hand over for the school to implement its own identity and visual language across a variety of media.