Turning knowledge into impact. And an & into a brand.
The University of Applied Sciences for Business & Society BFI Vienna brings together worlds that belong together. We made this connection the very essence of its new brand identity. At the heart of it all is a symbol that usually plays a supporting role: the &.
Two elements in two different shades come together to form a distinctive logo. The missing link between Knowledge & Impact. A bridge between Business & Society. And the visual expression of a university that doesn’t just want to share knowledge, but make a real difference.

But the & is more than just a logo. It becomes the guiding principle of a flexible visual identity that connects words, messages and people. One simple symbol with endless possibilities – from the logo and communications to a secret little hand sign of its own.

Academic tradition meets a new identity. Connecting yesterday & tomorrow.
The visual identity is complemented by a university seal inspired by the time-honoured visual language of the world’s most prestigious universities. It translates academic excellence, purpose and responsibility into a distinctive, contemporary symbol. The bridge within the seal reinforces the university’s role in bringing worlds together.

The result is a brand identity that connects Tradition & Future, Credibility & Vibrancy, Business & Society.
A brand that builds bridges. And creates a lasting connection between Knowledge & Impact.

We identified the bridge between knowledge and impact as the university’s central vision.

We turned the & into the missing link between business and impact, making it a distinctive symbol of connection. From the logo and the entire design system to the overarching communication concept.