A World of Knowledge Transfer

ASTP is a nonprofit organisation with headquarters in The Netherlands. They are committed to promote and facilitate knowledge transfer between universities and industry through hosting workshops and networking. Since being established in 2000, ASTP now supports more than 800 members in over 40 countries.

‘ASTP’s focal point has been on providing outstanding training and practice exchange among Knowledge Transfer professionals.’

Following a corporate merger, we were approached with a need to refocus the new organisation while bringing back the feeling of ownership to the stakeholders.

 
 
 

Discovery

We started the project with a strategy phase, looking into the ASTP brand, company, mission and values. We interviewed key stakeholders and diagnosed pain points of the existing brand.

 
 
 
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—The existing logo felt static and visually incohesive, forcing minimalist sans-serif and traditional serif typefaces together.

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—We collected visual metaphors around ideas of ‘transfer’.

 
 
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Ideation & design

With an array of different communication touchpoints, the brand needed an easy-to-use identity system.

 
 
 
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The logo is designed to illustrate the idea of ‘transfer’ with three intersecting metaphoric highways. The icon works without the wordmark, making the biggest impact across every brand touchpoint including social media profiles, badges and future merchandise.

The new organisation’s name ‘ASTP’ and mission were given a more balanced visual hierarchy, to move the focus towards the organisation’s value and mission.

The logo evolved into the modular pattern; a flexible and ownable brand asset.

 
 
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Team

Adam Charlton, Gregor Vand, Carmen Shiu

Information

Client: ASTP
Deliverables: Strategy, Brand Guidelines, Identity System
Year: 2019