Our design school has a open visual identity with an abstracted letter ‘E’ which houses the name of the academy. The visual identity system is strikingly straightforward and was designed by The Stone Twins Amsterdam.
The idea behind the bold graphic signature began with the ‘E’ of Eindhoven – and was conceived to be customised by the hundreds of students and staff of the academy. By handwriting the words ‘Design Academy Eindhoven’ within the three bars, there are infinite permutations of the logo. In addition, users are also invited to own and personalise it by employing different messages or slogans (e.g. Dream Academy Eindhoven, Kiss the Future, Dare to Dream etc.). As a hybrid of a static and a dynamic identity approach, the real brand expression will come in engaging and creative implementation.

The branding signals a fresh era for Design Academy Eindhoven. According to Director Anne Mieke Eggenkamp “The era in which we are living in, holds transformations and innovations both within the academy and in the world around us. These call for a strong positioning of our visual identity.”
An important aspect to the visual identity is our desire to engage and utilise the talents of the students.This strategy, in combination with the customisation of the DAE logo loosens the academy’s institutional feel – and reflects it’s inclusive, progressive and dynamic nature.