June 29, 2020

Anastasia Smyslova

Visual identity for a supplementary school in Germany that aimed at helping children and teenagers develop competencies and practical skills in the field
of multimedia and graphic design.
The client had named the brand HYPE to capitalise on the meaning of the word in the German language – heightened interest in something. Our task was
to create the school’s visual identity that would convey its core values: the joy of learning new skills, freedom of creativity and self-expression in the digital
space, and contemporary and dynamic spirit.
We adopted a minimalist approach to design and developed a clean and neat logo using an elegant mix of extra bold and extra light versions of the same
sans serif font. Through combining two bright colours, blue-violet and orange, we gave the brand a bold appearance to reflect its creativity and energy.
We used “Y” as the leading graphic element of the visual identity. The highlighted Y in HYPE conveys a child with arms outstretched towards learning new
things and embracing the world. We introduced a pattern of scattered “Y” letters in the key brand colours to further accentuate the dynamism and creativity
of the brand. The choice of a black to white gradient successfully unites both child and adult orientation of the brand. In addition, a monochrome colour
palette reflects the brand’s primary focus on education and provides a balance for bright accents in its visual identity


Designer : Anastasia Smyslova

Location : Kemerovo, Russia

Project : HYPESCHOOL media, design & more