ASTP — Education, Not-for-Profit

Visual identity to communicate knowledge transfer

ASTP is a nonprofit organisation with headquarters in The Netherlands. ASTP is committed to promoting and facilitating knowledge transfer between universities and industry partners through various conferences, a support network and a learning platform. Since being established in 2000, ASTP now supports over 800 members in over 40 countries.

ASTP’s focal point has been on providing outstanding training and practice exchange among Knowledge Transfer professionals.

Following a corporate merger, we were approached with a need to refocus the new organisation while bringing back the feeling of ownership to the stakeholders. The existing logo felt static, visually incohesive and had no ownable brand asset.

ASTP Proton logo with text 'Knowledge Transfer Europe' below.

— Existing ASTP Proton branding

We started the project with a series of discovery sessions. We dissected the ASTP brand, company, mission and values. We interviewed key stakeholders and diagnosed pain-points of the existing brand.

Through the strategy we concluded the following brand pillars resonated most with ASTP:
— To foster community networks
— To inspire knowledge transfer

Following the brand strategy phase, we developed concepts around visual metaphors of networks and transfer.

The logo is designed to illustrate the idea of ‘transfer’ with three intersecting metaphoric highways. The new organisation’s name ‘ASTP’ and mission were given a balanced visual hierarchy, to move the focus towards the organisation’s value and mission.

ASTP logo with text 'A World of Knowledge Transfer' on a dark blue background.
Assorted business cards for ASTP, featuring the logo and text "A World of Knowledge Transfer." Cards are in green, blue, and white, some with contact details for Noeleen O'Hara, Communications Manager.
Business stationery set with cards and letter on gray background
Professional stationery set featuring letterheads and business cards with "ASTP A World of Knowledge Transfer" branding, blue and green color scheme, and various contact details.
Billboard for ASTP Annual Conference, Dublin, Ireland, May 21-23, 2019, outside against a stone wall.
Large billboard on a brick wall, advertising the ASTP Annual Conference in Dublin, Ireland, from May 21-23, 2019. Includes a geometric pattern on the right.
Sign for ASTP Annual Conference in Dublin, Ireland from May 21-23, 2019, in front of a modern building.

“The new brand and logo received overwhelming praise from the client’s membership, who complimented the modern look and feel. BrandCraft delivered materials that grabbed attention while articulating ideas to non-native English speakers without words. Their reliability stood out.”

[Update in 2023] “After 4+ years we remain delighted with it; the colours are so expressive and the design so versatile that ASTP is now easily recognisable to the knowledge transfer community worldwide.”

Noeleen O’Hara
Communications Manager, ASTP

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