Det informationsvidenskabelige akademi

Det Informationsvidenskabelige Akademi (IVA) is a higher education institution under the Ministry of Culture. The school educates undergraduates, post-graduates and librarians in library and information science. The institution has a strong network and is well known internationally among its peers.


Value proposition
Brand platform
Concept development
Information architecture
User experience


Brand strategy
Visual identity
Corporate com.
Marketing communication
Digital media

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The perception of the school and the work of its graduates had not kept pace with the times. Especially in Denmark, the institution was seen as old fashioned. The reality was that the school operated in a complex and rapidly-developing field that was being transformed by technology and new demands for information. A new identity was needed to clarify its work and clearly position itself while differentiating from educational competitors.

To meet the challenge, the repositioning needed to be fundamental and consequently rooted in support from stakeholders. Therefore we employed a transparent process that identified needs and generated understanding from the faculty, students, governmental ministries and funding bodies.

Working with the stakeholders uncovered the essence of its work - that, as information specialists and designers of information, they create new platforms and access to knowledge. This understanding of themselves as creative networkers produced the core of the brand: 'we create connections'.

This positioning was clearly signaled by a name change to IVA which removed the word 'library' from the Danish version of its name, previously Danmarks Biblioteksskole (Danish Library School).

A new visual identity was introduced in 2010 that captured the new brand positioning and name change. The brandmark was based on the Fibonacci sequence which is employed across the boundaries of art, science and mathematics. It was supported with a flexible visual system that incorporates imagery from the ever-expanding fields of human knowledge.