Bleed’s colourful identity for University of Arts Linz stars a subtle yet playful custom typeface
Vienna and Oslo-based design studio Bleed have collaborated with University of Arts Linz to conceptualise, conceive and craft their systematic identity, conveying the impressive reputation of the institution as well as their academic dedication to social, creative and critical thinking. Designed as a flexible, fluid graphic framework that physically centres and champions the work of the university’s cohort, the visual language is confident in using micro and macro typography, equally implemented across the interactive, digital-first applications of the brand.
The wordmark directly champions this interactive variability, embodying the flipped, dual-language framing motif present across the expanded brand, a device that not only serves the work it houses but also highlights the international focus of the university. In practice, the resulting identity exhibits an unashamedly contemporary and thoughtful tone that is ever-present, including the bespoke typeface crafted uniquely for the institution.
“Linz Sans is tailored for legibility and identity,” Creative Director Astrid Feldner tells us, developed and designed internally by creatives William Stormdal and Halvor Nordrum. “Based on a studio-made type skeleton,” she explains, “the custom type plays on oddities and diversity, bringing letterforms from multiple sans serif traditions to create its own idiosyncrasy.” As a result, the vivid typeface is, as Feldner describes, “both accessible and edgy,” directly appeasing the creative and academic foundations of the university, as well as their dedication to both analogue and digital practices. Embodying the forward-thinking artistic prowess behind the scenes within its expressive, human and imperfect letterforms.
Striking a similar cord, Bleed’s choice of colour reflects the variety of voice and character demonstrated at the university, opting for a diverse hue of colours in favour of a single signature colour. “The selective brand colours aim to extend the performance and individual expression for single institutes or art projects,” Feldner concludes, “they are underlining the open space concept by radiating activity and individuality on every outtake,” bringing the brand together under the notion of collective, individual expression.