Situation:
The year 2022 was declared The Year of Lithuanian Universities by the Lithuanian Ministry of Education, Science and Sport. The Ministry wanted us to create visual identity to mark the occasion and it’s upcomming events and conferences. We previously had experience creating visual identity for one of Lithuania’s largerst universities Kaunas University of Technology, but the challenge here was to include not one, but all of the universities of Lithuania.

Solution:
Our strategy was to find common ground for all the universities and to define our target audience. After a workshop we selected a few keywords such as universities, students, alumni, knowledge, light, intelligence, science, history, innovations. Based on that we created a modern, dynamic (letters can be arranged in multiple ways), yet solid logo, which represents the ability to build one’s knowledge by studying. In Lithuanian language the name’s The Year of Lithuanian Universities 2022 acronym is LUM2022, which also means light in Latin (lumos), therefore we chose to customize it’s letters and use them as a logo. To appeal to our target audience, which is students and alumnis, we chose to use contrast in selection of fonts (TT Norms for regular text and Cako Black for tagline) and visuals (black and white photos and bright colours and graphic elements), which is a combination of old and modern. For the tagline we chose the “first principle” of René Descartes’s philosophy Corgito, eto sum, which means I think, therefore I am to express the importance of education.

This project connects all Lithuanian universities in such visual way, that appeals to elder and younger generations. This visual identity is also easy to use and organically integrate in other universities’ events conserning The Year of Lithuanian Universities occasion. One of such events already had happened in February and three more will take place in autumn.