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IVA - Royal School of Library and Information Science 2011 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Denmark
Industry/Sector: Educational Institutions and Libraries
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Det Informationsvidenskabelige Akademi (IVA) is a higher education institution under the Ministry of Culture. The school educates undergraduates, post-graduates and librarians in library and information science. The institution has a strong network and is well known internationally by its peers.

The perception of the school and the work of its graduates had not kept pace with the times. Especially in Denmark, the institution was seen as old fashioned. The reality was that the school operated in a complex and rapidly-developing field that was being transformed by technology and new demands for information. A new identity was needed to clarify its work and clearly position itself while differentiating from educational competitors.

To meet the challenge, the repositioning needed to be fundamental and consequently rooted in support from stakeholders. Therefore we employed a transparent process that identified needs and generated understanding from the faculty, students, governmental ministries and funding bodies.

Working with the stakeholders uncovered the essence of its work – that, as information specialists and designers of information, they create new platforms and access to knowledge. This understanding of themselves as creative networkers produced the core of the brand: ‘we create connections’.

This positioning was clearly signaled by a name change to Det Informationsvidenskabelige Akademi which removed the word ‘library’ from the Danish version of its name, previously Danmarks Biblioteksskole (Danish Library School).

A new visual identity was introduced in 2010 that captured the new brand positioning and name change. The brandmark was based on the Fibonacci sequence which is employed across the boundaries of art, science and mathematics. It was supported with a flexible visual system that incorporates imagery from the ever-expanding fields of human knowledge.


Client: IVA - Royal School of Library and Information Science -
Rector, Professor Dr.: Per F.V. Hasle
Head of Communicatoin, MA: Bodil Christensen
Vice-rector and Head of Department, PhD: Jack Andersen

Brand Strategists/Designers: Make® -
Strategic Director: Morten Brudholm
Creative Director: Kristoffer Gudbrand
Designers: Hans Chan, Daniel Flösser
Project Manager: Caroline Ørsted


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