Brand Tone

Intellectual & Critical, Experimental & Avant-Garde, Inclusive & Socially Engaged, Supportive & Student-Focused, Direct & Informative

Brand Values

• •Artistic Freedom & Autonomy
• •Experimentation & Research
• •Individuality & Pluriformity
• •Social Responsibility & Engagement
• •Critical Dialogue & Curiosity
• •Internationalism & Diversity
• •Imagination & Sensory Intelligence

Best Practices

• •Embrace Criticality and Inquiry: All copy, whether for a course description or a social media post, should encourage thought and questioning rather than providing simple answers. Use open-ended questions and language that sparks curiosity.
• •Highlight Experimentation and Individuality: Showcase the process, the unexpected, and the unique outcomes of student and alumni work. Emphasize the freedom students have to explore their own paths.
• •Maintain an Inclusive and Global Voice: Use language that is welcoming to a diverse international audience. Reflect the academy's commitment to inclusivity, social engagement, and diverse perspectives in all communications.
• •Balance the Intellectual with the Accessible: While the tone is academic and critical, ensure that information, especially for prospective students, is clear, direct, and understandable without sacrificing intellectual depth.
• •Be Authentic and Reflective: Communications should mirror the academy's values of open dialogue and self-reflection. Don't shy away from discussing challenges or complex issues, but frame them within the context of learning and growth.

Social Perception

Prestigious & Highly Regarded, Experimental & Cutting-Edge, International Hub, Challenging & Rigorous, Supportive of Individuality, Aware of Social Issues, Concerns about Post-Graduation

Copy Examples

• •Headline: Undefine the Expected. Reimagine Reality. Body: At Gerrit Rietveld Academie, we don't just teach art and design; we provoke it. Explore your unique vision in a space that champions critical inquiry and bold experimentation. Your journey starts here. Apply now.
• •Headline: Your Voice, Amplified. Your Vision, Unleashed. Body: We believe in the power of individual expression. The Rietveld Academie is a crucible for diverse talents from across the globe, a place where your unique perspective is not just welcomed, but essential. Discover your department.
• •Headline: Art is a Question. What Will You Ask? Body: Engage in a continuous dialogue with your peers, tutors, and the world around you. Our research-driven approach encourages you to challenge conventions and explore the uncharted territories of creativity. Join our Basicyear.
• •Headline: Design the Future. With Care. With Courage. Body: More than an academy, we are a community committed to social engagement and a sustainable world. Develop your artistic practice while considering your impact. Explore our socially engaged projects.
• •Headline: From Amsterdam to the World Stage. Your Journey. Your Art. Body: Join a legacy of influential artists and designers. The Gerrit Rietveld Academie provides the tools, the critical framework, and the international community to launch your independent creative career. See our alumni stories.