King’s Entrepreneurship Institute (EI) has existed at King’s College London since 2015 to support entrepreneurial thinking, skills, and start-ups for King’s students, staff, and alumni. Whilst working collaboratively with faculties, student societies, and external partners.
The Institute looks to make everyone within the King’s community to recognise the benefits of an entrepreneurial mindset, develop entrepreneurial skills, and ultimately realise an entrepreneurial version of themselves.
Arke were asked to come in and curate a visual identity and system for the institute, reflecting its mission to promote, nurture, and grow entrepreneurial skills while helping you start and scale your venture.
(1) The EI has had no cohesive or recognisable visual identity, a challenge for the client has been being able to differentiate themselves from King’s College London’s visual identity. Whilst still having a sense of belonging to their parent brand.
(2) Inclusivity, the EI has looked to encourage parity within the cohort. With the current representation being a male dominate course, a challenge that the institute wants to move away from. The representation of the new visual identity should feel inclusive while fostering a diverse culture.
(3) The institute doesn’t have an in-house creative team, due to this limitation all assets would need to be useable to a mixture of abilities within the team.
The inspiration started from seeing the work of Willem de Kooning, a fine artist who explored the notion of representation and abstraction. Characteristics that felt aligned with the EI, we were particularly interested in de Kooning’s series Untitled XXIV–II, colour-drenched canvases that encapsulated his handling of creativity and expressionism. Capturing subject matter in an abstract form seemed to be a solution to showing the complex, but the unique journey of someone venturing into entrepreneurialism.
We were also further interested in Chinese avant-garde fine artist Qin Feng. Who’s able to create perfect harmony in his compositions. His bold brushstrokes, delicate line quality, and plays on negative space take his work just beyond aesthetics, they’re able to represent a balance between people and nature. We wanted our visual identity to capture a similar sense of energy and belonging between the audience and the institute through visuals.