Blagoevgrad - University Center: Visual Identity System
Winning identity system for the Municipality of Blagoevgrad-built to position the city as a modern university center with a scalable, rules-based brand usable across institutions and formats.
A brand system that behaves like infrastructure
A public-sector identity can’t behave like “a nice logo”. It needs rules, components, and constraints- so it stays consistent when multiple institutions apply it.
This was the winning entry in the Municipality of Blagoevgrad’s official competition. The goal: position the city as a recognizable university center, deployable across print, digital, and large-format media-while integrating with three institutional logos.
One message, many owners. The identity had to work for the municipality while staying credible for universities-without turning into “three brands arguing in one corner”.
Scale stress. Billboards → social posts → signage had to be possible without redesigning every output.
System, not a PDF trophy. The brand needed repeatable lockups and rules that non-designers can apply correctly.
Governance-first identity, not decoration
Positioning, lockups, and templates built to remove ambiguity and prevent “corner clutter” across teams.
Positioning: Blagoevgrad framed as a city defined by education, student growth, and a bridge between academia, culture, and careers.
Identity system: defined components (logo variants, clear-space, scaling limits, misuse rules) plus a lockup system that removes hierarchy debates.
Template rollout: reusable layouts and constraints so outputs stay consistent across formats.
Slogan (BG): „Благоевград - Където бъдещето започва днес“
Slogan (EN): “Blagoevgrad - Where the Future Starts Today”
- horizontal / vertical versions
- icon-only usage
- monochrome + full color
- institutional lockups for Municipality + SWU + AUBG
Stress-tested across real outputs
Designed for rollout
A rule-based identity system that stays consistent across departments, formats, and real production constraints.
Defined constraints (clear space, minimum sizes, grid rules, color usage) and fixed lockups prevent “creative” variants from creeping in across print, signage, and digital.