Sandberg Instituut Amsterdam,
Masters Rietveld Academie

Identity
The identity design of the Sandberg Instituut Amsterdam is composed out of a custom-tailored font constituting the insignia and a conceptual pattern design.

Typeface
Sandberg Institute Amsterdam is named after Willem Sandberg, the breaker of traditional and common rules of the art world. He was creating his own letters by tearing letterforms out of paper. This way of constructing your own letterforms is interpreted in the insignia's subtile details.

Every letter is constructed out of a different grotesque font, keeping subtle characteristics of its own. The way the letters are constructed and presented, may cause friction among classical typographical authorities.

The institue's insignia displays the liveliness of the master program and emphasizes the approach of not teaching style and considering process more important than end result.

Pattern
The tactile richness of Willem Sandberg's work, combined with the institute considering the creative process profoundly essential, was the starting point for the pattern design. The pattern is inspired by the old technique of paper marbling, which is often used for book covers, book endpapers and cardboard portfolio folders. Paper marbling patterns, are the result of a process that uses pure color pigments floating on plain water. Part of its appeal comes from the randomness
of each pattern, resulting in a unique monotype.
The concept of the Sandberg Insituut Amsterdam's contemporary RGB-colored marbling, becomes a visual metaphor for the institute being an international community, providing its student's input, reflection, bewilderment and chaos.

The pattern design is composed out of outlines of the home countries of current and former students of the master program. In the pattern's design, there is no hierarchy between the countries. This symbolizes the diversity of students and the strong outward orientation of the master program.