Sydney School of Entrepreneurship is a new initiative announced by the NSW Government in 2016. It pulls together multi-disciplined students from 11 NSW based universities and TAFE NSW in a common campus, teaching the skills, ideas and techniques to launch them as Australia’s future founders. With operations commencing this year, it needed a new identity that established its place amongst its education and startup peers.

For The People’s approach was to build a dynamic identity, drawn from the data of both the skills of its students and the socio-economic climate it operates in. A logo generator creates a constantly shifting mark that directly reacts the school’s cohort, its activity and the wider NSW economy. Key geometric elements that build the system are derived from the School’s 1930’s building, which combined with bright colours, create a distinctive and bold identity for an equally daring school.


Design & Art Direction