AUA, American University of Armenia
For over 25 years, AUA has played a pivotal role in the advancement of the new Armenian republic.
Project Type
Designers
Industry
Higher Education
Brand Identity Creative Direction Editorial Design
Peno Mishoyan Vahagn Kocharyan Osan Markarian
The American University of Armenia's visual identity is the next step in the university's ever-evolving journey. Founded upon international best practices, Proper Company created a visual identity system that combines AUA legacy, values and goals. The visual elements are inspired by Martiros Saryan's fauvist art: bright and colorful, bold and expressive.
AUA is a long-standing pillar of the future of Armenia
University's visual identifier has changed and evolved throughout the existence of the university. One thing has remained the same: AUA. This abbreviation is the basis for the university’s brand, taken from the people who comprise their extended community: students, faculty, staff, and Armenian society.
The new official logo is grid-based and custom-designed both in Armenian and English in respect of the two cultures to which AUA owes its existence. The placement of the University name is in horizontal + vertical, what we call 'River' and 'Mountain' lockups. There are cases where the AUA logo is without the full text next to it.
The main objective is to define a system for the visual identity and create guidelines that can be applied to the many facets of the University.
PROBLEM
In the original brand identity, we encountered inconsistency and lack of essential visual elements in AUA arsenal of visual tools. Although we did not plan to change the logo, the need for this change became clear as we studied the visual material that AUA produced throughout its existence.
SOLUTION
We consulted the best international practices from the visual systems of dozens of U.S. universities for the most appropriate solution.
With thorough research, a decision was made to separate the original seal and the new logo. The seal became the symbol of the university's legacy and heritage. The AUA abbreviation is a visual identifier. We built geometric mono-weight letters based on a mountain-shaped grid.