Guild of Automation and Systems Technology
The Guild of Automation and Systems Technology (AS, Automaatio- ja systeemitekniikan kilta) is Aalto Univerity’s guild for students majoring in Information Technology, Automation Control Engineering and Digital Systems and Design. AS was established in 1998 and is currently active in AYY, Aalto University Student Union.
My collaboration with AS began in October of 2022. I worked together with the graphic design team of AS to create a new logo and visual identity for the guild. The objective was to create something future forward, yet recognizable to the guild’s current values and voice.
Logo
The inspiration for this project began from a logo design competition targeted towards AS’s guild members. Guild members submitted logo redesign ideas, which were gathered into a document. My task was to study this document and build upon the values and visions to design a new logo and visual identity for AS.
The most common themes were the following: The combination of a gear symbol and sine wave, circular form and incorporating the letters “A” and “S.” It is valuable for me to get such a close grasp of what the guild and its members value in their community. This style of collaboration and communication are the building blocks for strong visual identities.
The new logo is a combination of two elements related to the field of Automation and Systems Technology: 1. Gear symbol, which is a reference to AS’s old logo. 2. Abstract sine wave, which appeared in the logo competition ideas.
Brand Style Guide
The brand style guide of AS consists of guidelines and examples on how to present the visual identity. The main sections are: logo, color and typography. These are divided into subcategories, which go into detail on sizing, spacing and combining elements.
The main goal for the guide was to make it understandable to the user. Not a long document filled with designer slang, rather a clear set of instructions and supporting visual examples. This eliminates unnecessary confusion and assures that the visual identity stays strong and consistent.