DAS – Design Anthropology School is a graphic design institution located in Ho Chi Minh City, Vietnam that offers innovative and creative graphic design programs that prepare students for success in a dynamic and ever-changing field. The school aims to stimulate the creative potential of its students and empower them to explore new ideas, develop unique perspectives, and push the boundaries of traditional design. Its faculty is comprised of passionate professionals who are dedicated to nurturing the creative talents of students by providing them with the knowledge, skills, and tools they need to succeed in the competitive graphic design industry.

DAS’s branding design draws inspiration from its lenticular glass walls, which serve as a visual metaphor for the constantly shifting nature of design and the need for students to be adaptable, unpredictable, and open to change. The branding system creates visually striking designs by utilizing lenticular effects that combine graphic and glass materials to produce unique and unforgettable visuals that reinforce the school’s brand identity. The incorporation of gradient effects emphasizes the diversity and flexibility of the school’s graduates.

The branding design system of DAS creates a clean and professional look with a touch of playfulness and creativity. The high contrast in typography enhances the modern and 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 high-contrast color palette featuring bright and energetic colors such as yellow, black, and white creates a positive and inviting atmosphere for students and faculty.

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