University of Johannesburg logo

As is probably apparent by the last few posts on this blog, I love a clever logo. Here's one I discovered only recently: the identity design for the University of Johannesburg (UJ):

Established in December 2005, the University of Johannesburg is the result of a merge between two of Gauteng's premier academic institutions - Rand Afrikaans University (RAU) and Technikon Witwatersrand (TMR) - and some Vista University campuses. With over 40 000 full-time students and 2 700 permanent employees, it's one of the largest residential universities in South Africa.

In a joint venture, Interbrand Sampson (hey okes, a BizCommunity press office doesn't qualify as a website!) and Zanusi Brand Solutions were appointed to develop the brand. Code collaborated to design the logo as well as separate sports brands and just under 100 applications on everything from letterhead to signage and sports wear.

Via 'RAU and Tech merge into University of Joburg':

After much workshopping and consultative forum discussion, it was finally agreed that a bird would form the core of the design", says Giles Shepherd of Interbrand Sampson. "There was consensus that the bird's connotations of flight, achievement, freedom, independence, dignity and mobility best represent the education opportunities offered by the University of Johannesburg.

If you're curious you can read Interbrand Sampson's press release which goes into extreme detail regarding the design process and outcome, view more designs at Code's website, or read more on UJ's website.

My favourite part is the book. Here's a snipped from the agency press release, there's a good rationale in amongst all the creative waffling:

In the centre of the logo, through the creative use of space, the illusion of an open book is created, representative of the book of knowledge. It is up to the beholder of the logo to notice that the space between the birds takes the shape of a book, thereby experiencing that learning and knowledge generation imply an interactive process.

The birds are unmistakably the colourful African Hoopoe, which is depicted more strongly in their Sports Bureau logo, visible in action at www.uj.ac.za/ujsport.

Whilst the commercial and academic face of the institution must be more serious, the symbol worn by the UJ's sporting teams, can afford to be more relaxed, fun and even cheeky. [...] This led to the development of a unique and distinctive character for sport that can easily be adapted for each discipline. This logo effectively creates a UJ mascot which the masses can identify with, while its expression of determination and tenacity sends a message of strength, spunk and being a winner.

Great stuff!