Concept Visual Identity System for UTCB.

The Technical University of Civil Engineering of Bucharest carries on the oldest tradition of construction education in Romania, going back to 1816. Its seven faculties train engineers for almost everything that shapes the built environment: buildings, railways, roads and bridges, dams and water networks, building services and construction machinery.

The university competes for students with much larger institutions, in fields that rarely look exciting from the outside. The old identity didn't help. It was a single, rigid symbol that was hard to move, adapt or build on.

The brief asked for an identity rooted in engineering, but open, flexible and inviting for young people who want to make things.

Built on Structure, Open to Creativity

The challenge was to hold both at once: the solidity of an engineering school and the energy of a place where young people want to create. The answer came from the vocabulary of construction itself.

The square is the basic unit of building, and the grid is how engineers organize space. Together they became a construction kit. "We build education" is taken literally: every element is put together square by square, like building blocks, and can be stacked, shifted and rebuilt into new forms, almost like a game.

A Structured, Adaptable System

Seven colors (orange, blue-violet, green, red, teal, brown and light blue) mark the faculties and meet in the university logo. The name is set in Lexend Deca, on three lines.

Because every shape shares the same module, the pictograms lock together into a continuous pattern. It can be cropped, scaled and recombined into new textures, from a business card or a lanyard to a billboard or the facade of a building.

The result is an identity where rigor and play work together: the strictest of shapes becomes a system in constant motion.

Engineering stays at the core. Around it, the university opens up as an inviting space for exploration and creation, where students get to build, test and invent.