Studio Foundations: A Fluid Identity for ETH Zurich
How do you make the complexity of 8 chairs and 40 lecturers visually tangible? For the new foundational year at ETH Zurich, I developed a fluid identity that bridges academic rigor with creative experimentation—ranging from radical logo abstraction to a modular framework for daily application.
Studio Boltshauser & Swiss Network Ukraine, FS24
01
The Context:
The Search for a New Architectural Culture
Under the leadership of Roger Boltshauser, a pioneering model for the first year of study was developed. It marks a radical new beginning, questioning the very core of the discipline:
»What is architecture today? What architectural culture do we need to understand, rethink, and design a sustainable future for our built and unbuilt environments?«
— Excerpted from the Studio Foundations HS 2025 Semester Reader.
Seminar trip Ukraine Workshop / Clay Workshop Brunnen / Summer
Lehmworkshop Brunnen. Studio Boltshauser, 2022
Summer School Brunnen, Photography: Philip Heckhausen]
02
The Design Challenge:
Clarity Amidst Complexity
Established at the D-ARCH (Department of Architecture) at ETH Zurich, “Studio Foundations” is an interdisciplinary powerhouse comprising 8 professorships. The objective: To create a visual “bracket” that provides order (clarity, transparency) without stifling the individual creativity of the 10 distinct design studios.
»Designing is a tool for thinking… an iterative process of exploring, questioning, and transforming. Errors are not just inevitable; they are necessary to find something new.«
— Excerpted from the Studio Foundations HS 2025 Semester Reader.
03
The Concept:
Radical Reduction Meets Serial Imagery
The visual identity, built on ES Klarheit Grotesk, utilizes a leading dot—not as punctuation, but as a signal of relevance. Inspired by Paul Klee, this dot “goes for a walk” across analog and digital media. Over 30 unique, hand-crafted, and digitally refined motifs accompany the students through the semester, positioning design as a teaching tool rather than an end in itself.
The Logotype
The logotype is set in ES Klarheit Grotesk Extrabold. The choice of typeface—meaning “Clarity”—reflects the program’s core ambition.
- Typographic Details: A tapered “t” adds a sharp, distinctive accent.
- The Dot as an Anchor: In this system, the dot is a signal of importance. It acts as an autonomous mark—less a classic logo and more a radical abstraction.
- Klee-Inspired Dynamics: Following the maxim “I take a line (or dot) for a walk,” the dot breaks free from its static position, migrating across Instagram grids and printed matter.
- The Visual “10”: Interacting with the letter “i,” the dot transitions into a line, forming the number 10 from basic geometric shapes (dot, circle, line). This becomes a living element within the school’s internal assessment app
The Visual Concept: Imagery as Pedagogical Tool
The graphics act as an active catalyst for teaching. Over 30 curated motifs are precisely aligned with the ten core themes of the curriculum:
- 1st Semester (Discovery): Abstract nature imprints symbolize the initial recording of primal structures.
- 2nd Semester (Intervention): Imprints of everyday objects become more concrete, representing the human footprint in the designed environment.
This process merges manual practice with digital experimentation, creating a tactile yet scalable system. The result is a flexible framework that maintains consistency across all academic communication—from structured readers to bold debate posters.
04
Design Governance:
A Framework for 8 / 40 / 400 Stakeholders
A corporate design is only as good as its operational resilience. I developed a modular system that upholds the strategic requirements of 8 professors, is independently curated by 40 lecturers, and is used by 400 students as a tool for their daily work.
My role encompassed strategic conception, ongoing Art Direction, and quality control:
- Mathematical Logic: All hierarchies are derived consistently from the smallest unit (the body text).
- The Tool-Kit: Comprehensive templates for social media, print, and digital use ensure consistency while allowing maximum academic freedom.
- App Integration: I played a key role in the UI development of the studio’s custom web app, which coordinates scheduling, organization, and the review process. Here, graphic design becomes an intuitive interface that actively structures and clarifies academic workflows.
Strategic Remote Partnership:
Operating from my fully digital studio in Mexico (CST/MST), I provide seamless real-time collaboration for US and European firms. I offer senior-level expertise and European design standards with the flexibility of a dedicated remote partner.
Operating from my fully digital studio in Mexico (CST/MST), I provide seamless real-time collaboration for US and European firms. I offer senior-level expertise and European design standards with the flexibility of a dedicated remote partner.
Let’s discuss how a systematic design approach can elevate your firm’s publications and brand presence.