College of Arts and Media Tongji University

Visual Identity

Tongji University is a national key university with a long history and outstanding reputation. After more than 100 years of development, Tongji University has become a comprehensive, research-oriented and international university with distinctive characteristics and great influence at home and abroad, and its comprehensive strength ranks in the forefront of domestic universities. The school of art and media of Tongji University was established in 2012 on the basis of the original school of communication and art, film school and music department. Focusing on "all media" and "performing arts", the college is committed to cultivating social pillars and professional elites in the field of art and media with new ideas, new horizons and new skills.



Enhancement of discipline strength: the school of art and media of Tongji University is a "digital art talent training mode innovation experimental area" approved by the Ministry of education, and the animation specialty is rated as a "characteristic specialty" by the Ministry of education. The "Art & Design" discipline shared by the college and the school of design and creativity of Tongji University was selected as the "double first-class" construction discipline of the Ministry of education of China in 2017. It ranked 14th in the world and first in Asia in the world university discipline ranking released by the British education and overseas study institution (QS) in 2019.



International development trend: since its establishment, the school of Arts and media has actively carried out international cooperation and exchanges, jointly carried out "double degree master" training with Bauhaus University in Germany and Shixin University in Taiwan, and carried out exchange of students and teacher visits and lectures with many universities in the United States, Germany, France, Hong Kong and Taiwan, Signed a comprehensive cooperation agreement with trosgen University of music in Germany to jointly train music performing talents at the level of master degree and doctoral degree. The college is also committed to expanding international cooperation in the field of design together with the College of design and creativity. In 2015, Tongji University and Alto University of Finland established the "Shanghai international design innovation college of Tongji University" through Sino foreign cooperation, opening a new chapter in the international development of domestic art and design education.



Expansion of campus scale: on the basis of the original Siping Road Campus, the College of art and media has built a new Weixin Museum in Jiading campus. With a total construction area of more than 13000 square meters, the new campus has a first-class teaching and scientific research platform invested by more than 60 million yuan. It includes professional teaching and scientific research platforms such as library art branch, New Media Art Museum, studio, digital animation laboratory, electronic media laboratory, art teaching center, plane image laboratory and physical media laboratory.



The old logo and visual system of the school of art and media can no longer match its current international reputation. With the improvement of discipline strength, the deepening of internationalization and the expansion of campus scale, the college urgently needs to present a new face and image, so as to comprehensively enhance its competitiveness and carry out dialogue with the world.



The logo we designed is a combination of the initials am of Arts and media. Considering the attribute of "media", we think we can use the form of "dance curve" or "spatial variation" to express the dissemination of information and energy. According to this concept, we designed 7 logos in different forms. Finally, the president selected the most architectural and relatively stable logo we have seen. The simple geometry presents a sense of architectural volume, just like the massiness of Tongji University. The slim lines outline the outline, symbolizing the fine humanistic spirit and meticulous professionalism of the college. With the contemporary font, the whole logo is more novel and cutting-edge, which is consistent with the artistic temperament of the college.

同济大学是一所历史悠久、声誉卓著的全国重点大学。经过一百多年的发展，同济大学已经成为一所特色鲜明、在海内外有较大影响力的综合性、研究型、国际化大学，综合实力位居国内高校前列。同济大学艺术与传媒学院在原有传播与艺术学院、电影学院和音乐系的基础上于2012年整合成立。学院聚焦于“全媒体”和“表演艺术”，致力于培养具有新理念、新视野、新技能的艺术与传媒领域社会栋梁和专业精英。

学科实力的增强：同济大学艺术与传媒学院是教育部批准的“数字艺术人才培养模式创新实验区”，动画专业被教育部评为“特色专业”。学院与同济大学设计创意学院共享的“艺术与设计”（Art & Design）学科于2017年入选中国教育部“双一流”建设学科，于2019年英国教育及留学机构 (QS)发布的世界大学学科排名中，名列全球第14位，亚洲排名第一。

国际化发展趋势：自成立以来，艺术与传媒学院积极开展国际合作与交流，与德国包豪斯大学、台湾世新大学等联合开展“双学位硕士”培养，与美国、德国、法国、香港、台湾等多所大学开展互派学生交流学习计划以及教师互访讲学计划，与德国特罗新根音乐大学签署了全面合作协议，在本硕博层面联合培养音乐表演人才。学院还与设计创意学院共同致力于拓展设计领域的国际合作。2015年，同济大学与芬兰阿尔托大学通过中外合作办学建立“同济大学上海国际设计创新学院”，开启了国内艺术设计教育国际化发展的新篇章。

校园规模的扩大：艺术与传媒学院在原有的四平路校区的基础上，新建了嘉定校区惟新馆。新校区总建筑面积达13000多平方米，拥有逾6000万元投资建设的一流教学科研平台。包括图书馆艺术分馆、新媒体艺术馆、演播室、数字动画实验室、电子媒介实验室、美术教学中心、平面影像实验室、物理媒介实验室等专业教学和科研平台。

艺术与传媒学院旧有的标识与视觉体系，已不能与当下其所具有的国际声誉相匹配。随着学科实力的提高，国际化程度的加深，校园规模的扩大，学院迫切需要呈现出崭新的面貌和形象，以全面提升竞争力，开展与世界的对话。

我们设计的LOGO是艺术与传媒（Arts and Media）的首字母AM的组合体。考虑到“传媒”的属性，我们觉得可以用“舞动曲线”或“空间变奏”的形式，去表现信息和能量的传播。根据这一概念，我们设计了7款不同形态的LOGO，最终院长选定了目前我们所看到的这个最富有建筑感，同时相对稳重的标识。简约的几何形状，呈现出建筑一般的体积感，恰如同济这所学府的厚重。纤细的线条，勾勒出轮廓，象征着学院精细的人文精神及一丝不苟的专业性。配合富有当代感的字体，整个标识显得更加新颖、前沿，吻合学院的艺术气质。