Brand Statement

The Spark of Inquiry

Question, Question, Question

In a world that constantly seeks answers, we dare to keep asking the right questions.

Our journey of redefining PolyU Design's brand began not with words, but with a visual cue - a bold new logo designed by a team of young alum, under the mentorship of an outstanding alum. This logo, with its striking feature of an invisible 'i' in the word Design, served as a powerful catalyst for our exploration into what truly defines us.

A Catalyst for Curiosity

The Invisible 'i'

The absence of the 'i' - a deliberate design choice - sparked a wave of curiosity among us. It challenged us to delve deeper, to question what this missing element represented. This visual provocation embodied our rallying cry: Question, Question, Question. It was a manifestation of the spirit of relentless inquiry we aim to instil in every student.

Core Ethos Uncovered

The Three I's

As we reflected on the logo's significance, we recognised that the invisible 'i' was not just about inquisitiveness. It symbolised broader principles essential to the future of design, principles that had always been at the core of our institution but had not been explicitly articulated. This realisation led us to identify five crucial facets, all captured by the letter 'i', that now form the foundation of our ethos:

Innovation: Design is humanity's heartbeat. Our creations marry imagination with utility, fusing entrepreneurial drive and sustainable practices to craft a future where innovation thrives in harmony with our planet.

Interdisciplinarity: Where disciplines unite, leaders are born. Our logo's boldness isn't just a mark; it’s a call for design students to take the wheel in innovation.

Inclusiveness: Design with everyone in mind, benefit all. Our creations are universal, speaking to diverse needs and experiences. Our canvas is the world, enriched by the vast spectrum of humanity.

The Journey Continues

Evolving With Every Question

For over six decades, these principles have fuelled PolyU Design’s pioneering impact. Our integrated curriculum acts as a catalyst, teaching students to not just uncover solutions but to frame the paradigm-shifting questions that unlock the future.

We push beyond pat answers, fostering diversity of thought to enrich the creative process. The result? An acclaimed lineage of design leaders with the visionary foresight to drive change.

Our new brand mark, with its invisible 'i', encapsulates this ethos. It symbolizes the tireless curiosity propelling our evolution, while the bold font exudes confidence in a future guided by our Three I’s and our commitment to advancing design through boundless inquisitiveness.

This journey from a visually provocative logo to the articulation of our Three I's exemplifies the very essence of what we advocate at PolyU Design. It underscores our perseverance to questioning, exploring, and evolving - ensuring that our students are equipped to lead and innovate in the ever-changing landscape of design.

Logos & Extensions

Igniting Curiosity with a Strong Brand Identity

The logo

The PolyU Design logo is a powerful embodiment of its brand ethos, “Question, Question, Question”. It makes use of the invisible “i” design element to symbolise the curiosity that drives exploration and discovery in every aspect of life. 

The two-line wordmark. This versatility allows the logo to adapt to different contexts while maintaining its visual identity and brand message.

Colours

Colours give a unique personality to the brand while providing flexibility to cater to different usage scenarios. 
Black and white compose the confidence of us being a world-class design educator with a long history that has nurtured numerous curious designers. The monochromatic palette offers a timeless impression.

A secondary color scheme is available to provide flexibility for different scenarios, with colors selected from a palette centered around the 325C Pantone color, which we have frequently used for years.

Typography

PolyU Design takes pride in its branding elements, including the carefully selected typefaces for different communication needs.

Helvetica Now Variable is PolyU Design's brand typeface. It is a variable font that includes two styles (Roman and Italic) and three axes (weight, width, and optical size). The use of Helvetica Now Variable adds a touch of timelessness and consistency to our English materials, reflecting our commitment to quality design. 

AR UD JingXiHei is PolyU Design's brand East Asian typeface, used for our Chinese communications. It is an East Asian font family that covers languages including Traditional and Simplified Chinese characters, Japanese Kana and Kanji, and Korean Hangul. By utilizing AR UD JingXiHei, we ensure that our Chinese communications are accurately and consistently represented, resonating with our targeted audience while maintaining a cohesive brand identity.

Sonic Branding

Sonic branding creates customised soundscapes for virtual environments, using music and sound effects tailored to a brand's messaging and identity. Through this distinctive sonic identity, the PolyU Design's brand presents a vivid vibe enticing and engaging recipients, while capturing their interest and arousing curiosity.