DAS

YEAR
2023

SECTOR
Education

CLIENT
DAS School

Logo Design,
Brand Identity,
Brand Strategy

DAS - Design Anthropology School is an innovative and creative graphic institution located in Ho Chi Minh City, Vietnam. It is a cutting-edge school offering a range of graphic design programs that inspire creativity, ingenuity, and originality. With a focus on innovation, DAS prepares students for success in a dynamic and ever-changing field with long-term, short-term and online courses.

DAS's branding system creates visually striking designs by utilizing lenticular effects, which combine graphic and glass materials to produce unique and unforgettable visuals that reinforce the school's brand identity. The incorporation of lenticular effects is a key component of DAS's branding strategy, and they are applied to graphic, photographic, and typographic elements to showcase the school's commitment to developing creative talent into standout designers. The design system also employs gradient effects to emphasize the light changing through the lenticular, symbolizing the diversity and flexibility of the school's graduates.

The lenticular glass sheet is a versatile material applied to various brand items such as gift boxes, coasters, and certificates. These designs further amplify the concept of transforming light and underscore the school's dedication to producing visually dynamic and innovative designs.

The design's minimal and spacious layout is a key element, providing a clean and uncluttered aesthetic. The high contrast in typography enhances the modern contemporary Swiss design, which is commonly linked with trustworthiness and professionalism.

The theme of "fishes conquer the ocean" is incorporated into the stationery design, with an accordion fold resembling the ocean waves viewed from the top. The stationery set features different designs that represent the various levels of design challenges that students must overcome. Another hallmark of the branding design system is the high-contrast color palette, featuring bright and energetic colors. This color scheme creates a positive and inviting atmosphere for students and faculty, setting an upbeat and welcoming tone for the school.

DAS's interior design promotes creativity, focus, and growth with a "clean and minimal" aesthetic that prioritizes spaciousness and simplicity. The fish logomark is a unique element of the branding design system, adding a playful and unexpected twist to the overall design.

The studying environment brings students closer to nature with trees, plants, and natural light. Lenticular walls surrounding every class provide a unique visual experience that reflects the school's commitment to transforming the usual into the extraordinary. The modern and futuristic style is carried through the open and spacious layout of common areas, classrooms, and studios reflecting the bright and happy open future of design students.