The Ministry of Higher Education and Science goes under the unofficial title of Ministry of the Future, but their previous identity was holding them back. They were in need of more fuel. Urgent.Agency put a tiger in their tank!

Things move fast at the Ministry of Higher Education. So fast that the luxury of having a voluptuous visual identity was proving to be more of a burden than a privilege. Even though the existing identity was great-looking it was difficult for the average ministry employee to work with. Simply too many options, colours and gradients to choose from. Urgent.Agency tightened the scope and honed in on the best features.

The Ministry of Higher Education and Science goes under the unofficial title of Ministry of the Future, but their previous identity was holding them back. They were in need of more fuel. Urgent.Agency put a tiger in their tank!

Things move fast at the Ministry of Higher Education. So fast that the luxury of having a voluptuous visual identity was proving to be more of a burden than a privilege. Even though the existing identity was great-looking it was difficult for the average ministry employee to work with. Simply too many options, colours and gradients to choose from. Urgent.Agency tightened the scope and honed in on the best features.

The ministry wanted a more powerful expression that could propel them forward. This urged us to replace the existing typeface with a bold and expressive typeface, Campton, which proved a more suiting and contemporary companion to the ministry’s logo crown. 

A wearable identity

Embracing the purple colour as primary identity maker and selecting a much smaller palette, the ministry has been given a slimmed-down, more wearable identity that affords them the flexibility they need.

Purple-washing the website

The ministry’s website is large and deep. To counteract the complexity, we “purple-washed” the site and allowed the new redesign to simplify the site, while simultaneously enhancing the user experience in terms of structure and orientation.

Family of icons

We were inspired by the existing logo, a crown designed with one continuous line. The inherent sense of humour and playfulness encouraged us to further-develop a whole familiy of icons that allows the ministry to communicate efficiently with a high degree of recognition.