The University of Humanistic Studies (UvH) is a distinctive, small-scale university based in Utrecht that focuses on humanistic studies — an interdisciplinary academic field in which philosophy, sociology, psychology, religious studies, and ethics converge to explore how individuals create meaning in their lives and how a humane society can be shaped.

The new visual identity of the University of Humanistic Studies presents a balance between renewal and continuity in a fresh and contemporary design. Clear colors, accessible typography and a calm, structured layout convey a sense of friendliness and trust, while subtle references to academic tradition highlight the institution’s scholarly roots. The result is a human, thoughtful and professional identity that aligns with a focus on meaning making, reflection and a dignified society.

The visual identity features a dynamic emblem that adapts to different themes by varying its internal structure, allowing it to visually respond to key questions in the field of humanistic studies. Each version retains the same recognizable outer shape while introducing a unique inner pattern that reflects topics such as technology, care or justice. This flexible approach creates a direct link between form and content, giving the identity both consistency and expressive range. It reinforces the university’s commitment to thoughtful inquiry while remaining friendly, accessible and rooted in academic depth.

All design principles and applications have been clearly documented in a brand book, ensuring consistency across all forms of communication. It provides guidance on the use of color, typography, imagery and the flexible emblem system, as well as tone of voice and layout principles. The brand book serves as a practical tool for anyone working with the identity, helping to maintain coherence while leaving room for creativity and thematic variation.