The University of Hong Kong

Empowering changemakers for the University of Hong Kong, the region’s longest-established higher education institute.

University of Hong Kong courtyard with glass windows, brick wall, and reflective water pool.

Colonial-style building with tall clock towers, palm trees, and courtyard.

overview

In 2024, HKU approached us to create the brand identity for a new school, combining the Department of Computer Science and the Department of Statistics and Actuarial Science.

We created a bold, compelling brand identity for the future-facing faculty that unites AI, computer science, and statistics.

The brand helped position CDS as a global force in tech education, supporting its rise in global university rankings — climbing from 25th to 18th in Data Science & AI, and from 52nd to 21st in Computer Science & Information Systems.

Brand Core

Through our brand strategy workshop, we worked closely with the department’s professors and stakeholders to uncover core values of leadership, interdisciplinary innovation and curiosity.

The core values were evolved into a unique personality, positioning and purpose for the school, unified in the mission of ‘Empowering Changemakers’.

Creative

We built the brand through our iterative, collaborative process, presenting brand concepts and then refining and refining to a critical logomark and identity system.

Collage of various technology-themed images pinned on a board, including an eye, vintage computer components, virtual reality headset use, Earth from space, a graph with data points, a building, and symbols representing computer science and other fields.

Logo

The logo highlights the coming together of the two departments, the ‘C’ of ‘Computing’ and ‘D’ of ‘Data Science’. The overall ‘S’ form signifies the ‘School’.

We took inspiration from the earliest computers, and the essence of the earliest codification.

Abstract 3D white letter 'S' on black background

Expression

To complement the new logomark, we developed the CDS iris, a graphical system used to distinguish the five core fields of study and throughout the brand communications.

The iris is a central form of the new identity. We were initially inspired by the form of a ‘technological eye’, an iris or lens that connects the past and the future. The iris is constructed from the Morse code translation of the five core fields of study under CDS.

Colorful text listing: Computer & Data Science, AI / Applied AI, Statistical Decision Sciences, Internet & Fintech, Actuarial Science on black background.

Text on a black background listing "Computer & Data Science," "AI / Applied AI," "Statistical Decision Science," "Internet & Fintech," "Actuarial Science" in different colors.

— Fields of study

— Initials

Circular graphic with multicolored striped segments on a black background

— Morse code

— CDS Iris

A circular pattern with multicolored radial lines on a black background, resembling a kaleidoscope or a color wheel.

A circular grid pattern with alternating black, white, and gray segments, radiating from the center. Purple lines and labels indicate angular measurements of 7.2 degrees between some segments.

Colorful striped circle pattern on black background

Radial chart with alternating black and gray segments and angles marked

We chose Work Sans for the wordmark and primary typefaces for the CDS brand identity. Work Sans is a grotesque style, with a functional, no-nonsense, factual expression.

Font specimen of Work Sans Semibold showing upper and lowercase text with numbers and punctuation in black on a white background.

Font specimen of Work Sans Medium showing upper and lowercase text with numbers and punctuation in black on a white background.

Font specimen of Work Sans Regular showing upper and lowercase text with numbers and punctuation in black on a white background.

Color palette chart showcasing various colors with corresponding RGB, HEX, PMS, and CMYK values.

The colour palette was built from the five core fields of study, enabling flexibility in the visual identity, and allowing for variation and depth in the brands’ presentation.

Abstract image of colorful, prismatic rectangular lines forming a spiral pattern on a black background.

Four panels promoting an educational event. First, a satellite with colorful beams and text "Empowering Changemakers of the Future." Second, text listing qualities like "Visionary leaders" and "Scientists." Third, three people collaborating with a laptop. Fourth, colorful beams around "Open Day 23.11.24."

A vertical stand displaying a blue banner for a university's School of Computing and Data Science event. The banner lists program talks and schedules, with a graphic design featuring colorful circles at the bottom. The stand is placed outdoors against a glass wall with metal railings.

Sign for the School of Computing & Data Science at The University of Hong Kong on a concrete wall.

Colorful educational stickers with phrases related to computing, data science, AI, and innovation, including 'School of Computing & Data Science,' 'AI & Applied AI,' 'Changemakers, Developers, Scientists,' 'Statistical Decision Sciences,' and 'Actuarial Science.'

Smartphone screen displaying a space-themed image with a satellite and colorful arcs. Text reads 'Empowering Changemakers of the Future.'

Colorful transparent glass sculptures on a black background.

Postgraduate prospectus 2025 for the School of Computing & Data Science, University of Hong Kong, on a wooden table with colorful design on the cover.

Brochure detailing HKU's Bachelor of Science in Actuarial Science program for 2025/26 admission; includes program highlights, curriculum structure, scholarship opportunities, and contact information; designed with purple and colorful geometric patterns.

Purple promotional flyer for Bachelor of Science in Actuarial Science at the School of Computing & Data Science, University of Hong Kong, featuring program details and contact information, with geometric pattern design.

Three digital posters in a modern subway station. The left poster promotes five teaching programs: Computing & Data Science, AI & Applied AI, Statistical Decision Sciences, FinTech, and Actuarial Science. The center poster shows a satellite with text "Empowering Changemakers of the Future." The right poster details the hands-on learning approach of the School of Computing & Data Science, emphasizing skills like critical thinking and problem-solving. Grey wall and a metal bench are visible.

Person wearing a navy blue backpack with pins, walking in a hallway.

Person seated in front of a computer, wearing a shirt with the word "Changemaker" on the back, in a room with bookshelves.

Digital sign at the School of Computing and Data Science, HKU, displaying words like 'Visionary leaders' and 'Critical thinkers.'

Five colorful name badges with lanyards from the School of Computing & Data Science, featuring different names and fields of study.

$Close-up of multiple iridescent CD fragments on a black background, arranged in a fan-like pattern. The pieces display a spectrum of colors due to light diffraction.$

Futuristic control room with two people analyzing data on digital screens showing technology, cybersecurity, global maps, and scientific graphics.

impact

After just one year after launch, the school had climbed from 25th to 18th globally in Data Science & AI, and from 52nd to 21st in Computer Science & Information Systems in the QS World University rankings — a real-world testament to growing visibility and renewed academic momentum.

Team

Thank you to the HKU CDS team and the professors for their engagement through the process. Thanks to Jordan Scott for bringing the logo to life through motion, and to Laura Cooper for her beautifully crafted 3D visualisations.

Next project

View Project

Brown cardboard box labeled "Raw Lily" with decorative white abstract designs and plant motif, featuring text "No Toxins. No B.S. Just Pure Wellness" and circular blue and yellow seals. Green strip on top with matching wellness text.