The Faculty of Economics in Osijek (EFOS) is one of Croatia's leading higher education institutions in the fields of economics and business. As part of its ongoing development, the faculty sought to modernize its visual identity while preserving the recognition and heritage associated with its long-standing brand.
The objective was to redesign and standardize the faculty's visual identity without introducing radical changes to its existing visual assets. The challenge was to create a more contemporary and functional identity system while maintaining continuity with the established logo, colours, and visual recognition built over decades.
The redesign was based on the evolution of the existing logo rather than a complete departure from it. Core elements of the original symbol were retained and refined, preserving the association with education while introducing a cleaner and more dynamic visual structure.
The horizontal elements were reshaped with subtle upward angles to suggest progress and development, while the graph-inspired form from the original identity was transformed into a simplified geometric element representing knowledge and growth. The EFOS acronym was set in capital letters to reinforce clarity, authority, and institutional presence.
Beyond the logo itself, a standardized visual identity system was developed to ensure consistency across print, digital communication, signage, and promotional materials.
