Jung von Matt Brand Identity: Budget for the Bachelor
To increase the appeal of the University of Zurich's student finance loan offering, Jung von Matt Brand Identity developed a concise name and a new visual identity.
Pecunia is the new name of the loan service offered by the Student Financing Office of the University of Zurich UZH. The office advises students on all financial matters from scholarships to budgeting. To communicate the offer with more conciseness and publicity, Jung von Matt Brand Identity developed an adequate name and a fresh appearance.
Pecunia non olet
The appearance of Pecunia is intended to stand up to providers from the private sector and be clearly recognizable as a UZH service. The Latin name signals the academic context of the offer and is derived from the Latin proverb "Pecunia non olet", i.e. "money doesn't stink". Pecunia supports students in losing their shyness about financial issues and in actively dealing with financial matters.
Objectivity paired with coolness
The singular use of the primary color blue, the serif font of the UZH brand, and the color emphasis of the word part "Uni" underscore the loan offer's affiliation with the University of Zurich. At the core of the appearance is a key visual consisting of a word mark and a changing icon. The two elements are complemented by concise messages and a graphic line grid.
The result is an easy-to-maintain appearance that is intended to express academic objectivity and student coolness at the same time through its reduction. In addition to the brand design, Jung von Matt Brand Identity realized Pecunia's website as well as templates for social media posts.
Responsible at University of Zurich: Brigitte Ortega (Head of Student Financing), Valérie Graf (Deputy Head of Student Financing). Responsible at Jung von Matt Brand Identity: Julius Jäger (strategy), Roman Imhof (concept), Loraine Olalia (design and programming).
