Copenhagen Business School

 

The story of how a simple caligraphic illustration ended up being the logo of a very large institution

When I was still in design school, I was so fortunate to be hired to do some illustration work for CBS – Copenhagen Business School. The job I was asked to do was to illustrate a hovering sculpture/figure (The Desargues stabile) situated at CBS’ newly build library. CBS had an idea to make the sculpture a kind of land mark for the school. Here’s the description of the stulpture:

“The figure is named after a French mathematician, G. Desargues who was the first to develop this figure in mathematical terms. The meaning of Desargues’ geometric figure is that is can either exist in one dimension or in many dimensions or planes, as this work does. When you move around in the library, you will continually see the figure projected as an image against the walls and ceiling of the room. Even though these images are different, they will have the same geometrical structure and will, therefore, be essentially the same. This spatial figure will generate plane images that are identical to their source. The moves and images collide. The sculpture and image are synonymous.”

CBS felt that the caligraphic illustration had both captured the idea and feel of the sculpture, but also communicated the idea of business networks and dynamics.

I did the illustration in a lot of different medias – from 3D drawings to old school caligraphy. After finishing the illustration job, the school felt so good about one of my caligraphic drawings, that they wanted to make it, not only the landmark, but the logo of the school. I was hooked up with the design agency and we worked together to execute an entire design programme from the drawing.

My original idea for the logo, was to make it dynamic, like the sculpture is dynamic, when you walk around it in the library. The logo should have different crops and colors, while always maintaining the same overall expression. Unfortunately, this wasn’t implemented. Maybe someday it will…

Posted on
Saturday 21. January, 2006
Category
Work
Link
www.cbs.dk