AASA - Providing leadership and advocacy for architectural education in Australasia

Thuy Tuong van Bach

University of Technology, Sydney

The vision was to design a concise, steady, and straightforward typographic identity, which embodies the brand’s initials: AASA. The identity follows a specific proportional image and lacks any kind of unnecessary ornamentation. The goal was to design a very functional and rational logo, which is easy to use. The logo – made up of structural lines – structures the written and the visual content and modulates them into balanced visual compositions. The lines displayed the initials and were structured into the clear shape of Australia at the same time. Consequently, the logo achieves a requirement of being a letter mark and indicates the main region of the Association.