Client / Open Universiteit
Project / new identity
Category / corporate design & visual identity

The OU (Open University) is an online university in the Netherlands and Flanders that develops and provides scientific education with an open and accessible character. They wanted to expand this leadership quantitatively and qualitatively, and realized that this would not be achieved by simply increasing educational expertise. That’s why the Open University has asked us to develop a new brand policy, visual identity, verbal identity, and internal branding program.


Firstly, the brand positioning. The sub-archetypes of the Rebel and the Maverick capture the brand character and customer's needs in a striking way. Breaking free from the classical world.


This translates to many aspects of the identity. The character is felt in all expressions. Using bold colors, photography, and tone of voice. The style is full of contrasts to make the viewer and reader think, re-think, and wonder. Sometimes directly and sometimes indirectly. A style full of inspiration, attractive for anyone with ambition.