Founded in 1937 by Bauhaus instructor László Moholy-Nagy, Chicago’s IIT Institute of Design was launched to help cultivate ‘the designer of the future’. Over the years, it has helped spearhead theories including human-centred design, value webs and behavioural design, but it also became less competitive than more single-minded design schools when it came to attracting students.

Ahead of its 85th anniversary, Collins built a new identity around the transformative power of design. The institute had always challenged students to appreciate the complexity of life and never assume easy answers. From this worldview, the studio defined its purpose as “creating generations of evolutionaries”.

Inspired by the work of creatives throughout history, six foundational structures were crafted to transform from abstract shapes into words and images. Like design itself, these visuals move seamlessly from chaos to clarity.

Credits:
IIT Institute of Design
Category: Brand Identity, Rebrand
Entrant: Collins
Design Studio: Collins
Creative Director: Joseph Han
Design Director: Sanuk Kim
Associate Designer: Jing Qi Fan
Motion Designer: Eric Park
VP, Creative Director: Tom Elia
Group Principal, Business Intelligence: Janet Ginsburg
VP, Programme Management: Alex Blumfelder
Strategic Initiatives Manager: Alex Athanasiou