Exactly 200 years ago, landscape architect Peter Joseph Lenné founded the Gardener Academy for Schöneberg and Potsdam. In 1971, it merged with three other universities to form the ‘Technische Fachhochschule Berlin’ (TFH), and in 2009 it was renamed the ‘Beuth University of Applied Sciences’. However, the new name lasted only a short time, because Christian Peter Beuth was not only an economist of merit, but also an anti-Semite.
On 1 October 2021, the Beuth University became the Berliner Hochschule für Technik (BHT, Berlin University of Applied Sciences and Technology). To mark the occasion, the tradition-rich university in Wedding launched a new, colorful and varied corporate design – in keeping with the diverse range of courses on offer: 72 degree programmes and 13,000 students from over 132 countries. Their motto: study the future!
In addition to a new logo, colors and shapes, new fonts were also introduced. Different styles from the entire Case Collection (consisting of Case, Case Text and Case Micro) are used in the university’s corporate design. Prof. Dr. Franziska Loh, Professor of Print and Online Media Design, was responsible for overseeing the redesign. Regarding the new identity, she said:
With Case, our democratic and diverse mission as a university becomes visible. We invite all members of BHT to shape our university, to embody diversity and to develop the future – this message is helped by the clear and familiar basic character of the Case family.
The Micro version of Case plays a surprisingly dominant role in the new visual identical. Micro is actually intended for small print (under 7pts), but it has an unmistakable voice even on a large scale thanks to its angular letter details. Prof. Dr. Franziska Loh explains its use:
The airiness in the spacing makes our headlines sound even more likable, at the same time the Bold gives weight to the statements and the idiosyncrasies in the i, r and j underline the individual sound of our communication.