Case study—The University of Hong Kong, School of Computing & Data Science

Empowering changemakers: branding the new School of Computing & Data Science

Founded over a century ago, The University of Hong Kong is the region's oldest institution of higher learning. HKU commissioned us to develop a distinct brand identity for a newly formed school, merging the esteemed departments of Computer Science and Statistics and Actuarial Science.

The inner courtyard of the University of Hong Kong.
The outer view of the oldest part of the University of Hong Kong.

In collaborative workshops with faculty and stakeholders, we delved into the core values of the two departments. This process revealed a shared purpose: to ‘Empower Changemakers’.

Building on these insights, we meticulously crafted a distinct brand personality and positioning for the newly formed school.

Drawing inspiration from the pioneering era of computing and the fundamental principles of early codification, we created a visual language that reflects the school’s innovative spirit and commitment to pushing the boundaries of knowledge in these critical fields.

Branding reference moodboard showing technical imagery from past and present, the earliest computers and satelites, VR headsets. The moodboard is a collage and in the centre is the logo for the project.

Through an iterative process, we refined initial concepts, culminating in developing a distinctive logomark and a comprehensive visual identity system. The logo embodies the marriage of the two departments, with the ‘C’ of ‘Computing’ seamlessly merging with the ‘D’ of ‘Data Science’ to form the overarching shape of an ‘S,’ symbolising the ‘School.’

The master logo lockup of the project, branding the School of Computing & Data Science, showing its placement within the website header.
Logomark of the School of Computing & Data Science project.

To further enhance the logomark, we introduced the ‘CDS Iris,’ a dynamic visual system uniquely identifying the five core fields of study and serving as a unifying element across all brand communications.

The Iris, a central pillar of the new identity, draws inspiration from the concept of a ‘technological eye’ – a lens that bridges the past and the future. Its unique form is derived from the Morse code translation of the five core fields of study, creating a visually captivating representation of the school's diverse academic landscape.

The five core fields of study within the school.
The initials of the five core areas of study.
The initials as Morse code in the colours of the core fields.
The final CDS Iris brand asset.
The secondary CDS Iris brand asset.
The secondary CDS Iris brand asset construction.

— Initials

— Fields of study

— CDS Iris

— Morse code

Two distinct versions of the Iris were developed for optimal application across various brand touchpoints.

The primary CDS Iris brand asset.
The primary version of the CDS Iris brand asset construction.

The CDS brand identity utilizes the Work Sans typeface family for its wordmark. Work Sans, a grotesque style, embodies a functional and objective aesthetic.

Work Sans Medium font specmen.
Work Sans Regular font specmen.
Work Sans Semibold font specmen.

Inspired by the five core fields of study, a carefully curated colour palette allows for a flexible and engaging visual identity across various applications.

Colour palette details for CDS brand identity.
T-shirt design for our CDS branding project.
3D CDS Iris brand asset render.
3D CDS logomark hovering animation.
Social media reel examples showing our branding for CDS.
Pull up banner example from the school open day.
Metal school signage design from the CDS branding project.
Assorted colorful quote stickers on a black background featuring phrases like 'School of Computing & Data Science,' 'Invent the Future,' 'Changemakers Developers Scientists,' 'AI & Applied AI,' 'Empowering Changemakers of the Future,' 'Explore New Worlds,' 'Fintech,' 'Statistical Decision Sciences,' 'Computer Science & Data Science,' 'Actuarial Science.'
Single social media reel example for the CDS branding project showing the CDS Iris interacting with a satellite in Earth's orbit.
Back of an iPad with colorful stickers and a tablet displaying the School of Computing & Data Science Postgraduate Prospectus 2025 from the University of Hong Kong.
3D close up of the CDS logo design.
The CDS prospectus, showing the new logo, Iris brand asset and typography. The prospectus is placed on a wooden desk.
An overview of the programme leaflet from the School of Computing & Data Science.
The cover and reverse cover from the School of Computing & Data Science.
Three posters created as part of our branding project for CDS.
Social media profile page for CDS.
Metal pin badge design for CDS.
T-shirt design for CDS showing our Iris design.
Poster design for CDS showing possible future careers for students at CDS.
Lanyard name cards for CDS.
Detailed view of 3D render of the CDS Iris brand asset from our branding project case study.
Poster design for CDS, showing a bold Iris design surrounding the school's tagline: Empowering Changemakers of the Future.
Illustration for CDS of two people looking up and outwards at a digital projection of technology subjects studied within CDS.

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