VIA University College was established in 2008 as a merger between various teaching centres and is now the largest Danish university college, with eight different campuses in Jutland. During its relatively brief time of existence, VIA had managed to achieve a high level of brand awareness among their primary target groups. A survey, however, showed that there was a general dislike towards the organisation. Therefore the main objective was to create a clear image that would make VIA the first university college that comes to mind as an engaging and appealing organisation. The new corporate design does not feature a pictorial logo. Instead, it combines a word mark with the name of the respective institute. Another 110 context-supported icons are used referring to individual subject areas.