It's really powerful to start with something so simple and so constrained and then to let it blossom out into something that's so expressive and interesting.
Judge Shawn Cheris
The subject of this work is the TU9 German Institutes of Technology: an association of the nine oldest, largest, and most prestigious technical universities in Germany.
The members of the TU9 are connected through their core subjects: predominantly engineering and natural sciences. Choi's identity system is based on their motto – "Knowledge Builds Bridges".
The motto is also echoed in the logotype, which contains elements reminiscent of technical grids and electrical diagrams.
Grina Choi is based in New York City, specializing in system design, illustration and art direction. Her multidisciplinary experience in design and advertising have led her to experiment with various media and have expanded her knowledge and interests into the world of fine art and culture. She is a 2017 graduate of School of Visual Arts and currently works at Ogilvy & Mather as a member of the design lab.