Form creates Mexican design school campaign

London-based consultancy Form has created new brand guidelines and a marketing campaign for Mexican design school Centro de Estudios Superiores de Diseño de Monterrey.

Cedim invited Form to work on its branding in January last year, after the consultancy undertook a three-city lecture tour of the country and made a stop in the school’s home town of Monterrey.

‘Mexico really understands the value of design,’ says Form partner Paula Benson. ‘We told the school that when design is used in the right way it can alter peoples’ opinions of things, and I think this is partly why Cedim picked Form, even over a Mexican designer.’

Cedim runs courses in graphic, product, interior and fashion design as well as architecture, digital art and animation. The school briefed Form to create a brochure, as well as print posters for a marketing campaign, both of which will roll out from next month. Form also refreshed the school’s website.

The new visual language for the school was influenced by the institution’s new premises, designed this year by Mexican architects Arquitectura 911sc and Fernanda Canales.

Form partner and art director on the project Paul West says, ‘When walking around the school you are very aware of horizontal lines, so we created transparent bars of colour to hang the typography off.’

Although Form is creating new brand guidelines, West admits that he did not want to alter Cedim’s original visual identity. The marque resembles the copyright symbol, depicting the letter ‘C’ in a circle.

‘This is the original logo and we wanted to be respectful of it,’ says West, who worked on the project with Form designer Becky Johnson.