e-Types

Creating a narrative that turns network into a "we" and provides the whole network with a sense of direction is a central management task. This task is a question of identity. When the hierarchy in a corporate structure is replaced by outsourcing and cooperation, a stringent and well-communicated story - an identity - becomes the central management tool.

Learning Lab Denmark was an independent research institution that conducted research within the fields of learning, competence development and knowledge sharing in the period from 2001-2005. Thus Learning Lab Denmark's research was aimed at understanding how knowledge and knowledge sharing can help optimise production and create growth, learning and improved education. The core identity of the institution was condensed in a strong idea - to "go beyond state of the art" in terms of Learning Lab Denmark's research, communication and organisation ethos.

The ambition to constantly challenge established borders was visualised in a visual identity that committed the researchers to the continuous development of the design. The core of the visual identity is a mutating typeface. The typeface is redesigned annually based on metaphors drawn from the evolving research process and the changes that occur during the life of the organisation.

Dynamic design engine instead of a fixed design
Instead of a standard design program, e-Types created a design-generating engine that was to be fueled by the continuous development of Learning Lab Denmark itself.

The design was characterized by a number of key concepts:
- it is mutating
- it implies decoding and learning
- since it mutates as Learning Lab Denmark evolved, the design concept became a management tool in the sense that it forced researchers to conceive of the communication and direction of Learning Lab Denmark's research as parts of the same process. Where Learning Lab Denmark went, the design would follow. And researchers got the opportunity to influence the graphic expression of Learning Lab Denmark by taking their research in a certain direction.


Mutations and frames
The core concept of a dynamic design raises the question of change and continuity. What changes? And what provides the feeling of continuity and linearity that is also crucial in the development of the graphic identity?


Elements of continuity
A core typography has been created for Learning Lab Denmark, iD00. This typography was used for all texts and publications related to Learning Lab Denmark and would remain the same as the typographies iD01,02,03... changed over time.

As the design evolved, a chronology came into being. Learning Lab Denmark' stakeholders were able to follow the development and the design alongside the development of Learning Lab Denmark. At the website, users were able to change between past and present designs and achieve a feeling of chronology and overview.

Color toning. No one, 'corporate color' was used. But the colors were linked
by a douche, dusty toning that makes them recognizable.

Visuals. Photographs and other types of visual illustrations were characterized by 'visual layers' that will give the design a fabric/textile character.

Formats. A number of fixed formats were used for books, working papers etc.


Elements of change
Every part of material related to Learning Lab Denmark that was to carry the design was named and the name was written in a custom made typography. On business cards, it read 'business card', on letters, it read 'letter page one'.


Typography
Reading the custom-made typography constituted a learning process in itself. At first it would be difficult. But once it was learned, it would be a 'point of no return'. The reader got the experience of developing a skill for decoding the identity, for cracking the code. Thereby the reader's conception of the design changed from being puzzled, maybe even offended, by an undecipherable pattern to learning and then to mastery of the reading technique. And, finally, even to boredom or indifference as decoding no more posed a challenge. When this happened, the typography would be replaced by a new one, and a new learning process would take place:

Every year, the custom made typography would change. Every typography was inspired by a word related to Learning Lab Denmark. The first 5 stages were inspired by the historic and theoretic development of the concept of learning. After these first 5 years the design was to evolve based on keywords derived from the development of Learning Lab Denmark. What happened to the design was left open as a void to be filled with the substantive evolvement taking place in research. Therefore, print of business cards, envelopes etc. took place in small quantities.

As part of a merger, Learning Lab Denmark was co-opted into the Danish University of education and the visual identity reached the end of its life.