KUZBASS SAU
Client
KSAU — Kuzbass State Agricultural University
A public academic institution undergoing transformation from an agricultural past to a technological future — KSAU needed more than a logo. They needed a symbol of transformation.
Challenge
Despite the university's forward-thinking curriculum focused on agri-tech and innovation, its current brand image remained rooted in outdated associations with traditional agriculture.
This was the look of the old logo:
Task Description
To create a modern, meaningful brand identity
that clearly communicates the institution’s mission and vision:
- Showcase its technological and entrepreneurial spirit
- Reflect leadership in agricultural innovation
- Appeal to students seeking a future-oriented education
Task Description
Our solution was to translate the university’s mission and values into a clear, recognizable identity system.
This challenge took shape in a bold new visual identity — starting with the logo.
Approach
We built the brand around a powerful narrative: “Agriculture is no longer just about fields — it's about innovation, AI, IoT, and leadership in the global food and tech economy.”
Key visual and conceptual elements:
Logo combining a book and wheat spike
(knowledge + practical application)
Hexagon symbol to convey stability and structure (inspired by nature — honeycombs)
Romboid overlay referencing Falkow-Ostrovsky innovation model
Color system
growth, ecology, sustainability
RGB: 15, 188, 207
water, tech, future
RGB: 135, 189, 37
energy, innovation
RGB: 135, 189, 37
entrepreneurship
RGB: 135, 189, 37
Start your brand’s next arc
We turn ideas into structured, expressive brand systems
Process
The rebranding was developed as a full identity system, covering both strategic foundations and practical applications:
1. Research & Strategy
Deep dive into the university’s mission, vision, and values Definition of key brand messages and positioning
2. Core Identity Creation
Development of a complete visual identity system — from logo and color palette to typography, patterns, and flexible visual elements for consistent brand expression.
3. Brand Voice & Communication
Development of tone of voice guidelines, slogan, and communication strategy to shape consistent brand messaging.
4. Applications & Visual Ecosystem
Design of digital platforms and branded merchandise, from online presence to physical brand assets.
Digital wallpapers (desktop and mobile)
Patterns
5. Presentation & Implementation
Creation of mockups and 3D visualizations for branded spaces, along with launch materials designed for both internal and external communication.
Results
Improved visibility of the university in regional media and educational rankings, emphasizing innovation
and future-oriented growth.
Strengthened positioning helped attract new academic and business partners, reinforcing
KSAU’s image as a tech-driven university.
Positive feedback from both employees and students, with increased engagement in university communications after the launch.
Brand identity implemented across 20+ physical and digital touchpoints — from merchandise to social media.
