Brand strategy and identity
Hierdoor Tot Hoger offers a dynamic platform for Rotterdam based entrepreneurs and students from WdKA and Codarts. This initiative aims to actively address societal issues through a collaboration between the technical and arts & cultural sectors. Students have the opportunity to grow professionally, while local entrepreneurs benefit from new creative and technical insights.
Within this context, I was invited, along with a team of two other students from the Willem de Kooning Academy (WdKA), to design the strategy and visual identity. The name is derived from the history of the city’s art academy, which opened its doors in the 18th century as the drawing society Hierdoor tot Hooger (Higher through this), whose successor WdKA has since established a well-known name in the Netherlands.
Hierdoor Tot Hoger is symbolized by the continuous interaction between the two sectors, represented by the intertwined 0’s in the logo. The chosen serif typeface exudes elegance within a modern context, reflecting the sophistication and innovation of the platform.
Within this context, I was invited, along with a team of two other students from the Willem de Kooning Academy (WdKA), to design the strategy and visual identity. The name is derived from the history of the city’s art academy, which opened its doors in the 18th century as the drawing society Hierdoor tot Hooger (Higher through this), whose successor WdKA has since established a well-known name in the Netherlands.
Hierdoor Tot Hoger is symbolized by the continuous interaction between the two sectors, represented by the intertwined 0’s in the logo. The chosen serif typeface exudes elegance within a modern context, reflecting the sophistication and innovation of the platform.
The modular logo provides flexibility, allowing for expressions that can lean more towards either the technical or the arts & culture sector. The typography embodies a transitional and humanistic character, drawing influences from Roman typography and representing the neoclassicism that emerged at the end of the 18th century. This reference nods to the period when the Tekengenootschap Hierdoor tot Hooger, the inspiration for this foundation, was established.
As a design team, we worked along with representatives from the entrepreneurial community in Rotterdam, the Willem de Kooning Academy, and its students. We defined a brand strategy fundamentally rooted in unity, skill, and trust, promising dedication through movement, delivering everything in a comprehensive brand book.
As a design team, we worked along with representatives from the entrepreneurial community in Rotterdam, the Willem de Kooning Academy, and its students. We defined a brand strategy fundamentally rooted in unity, skill, and trust, promising dedication through movement, delivering everything in a comprehensive brand book.
Credits
Renate Braams
Strategy, logomark, layout
Pip van Gelderen
Strategy, art Direction
Gido Bloem
Strategy, typography, layout
Renate Braams
Strategy, logomark, layout
Pip van Gelderen
Strategy, art Direction
Gido Bloem
Strategy, typography, layout