THNK identity

THNK, the Amsterdam school of creative leadership, is positioned uniquely between the educational fields of business, design, and science & technology. There is no 'i' in the name THNK. This echos THNK's philosophy that the challenges in todays world can not be solved by one individual alone, but rather can only be solved collectively - creative leaders know this. It is never about 'i' alone and is always about 'i' in collaboration with others. It is never about individuals and always about collectives.

This approach is visualized by individual i's coming together and overlapping to form a network. They form an endless variety of playful shapes that represent co-creation, collaboration, networks, and nodes, creating a richness and flexibility. We call these symbols 'ThnkBats' and they are the building blocks of the logo as well as the form language, which can be used to enhance typography and build illustrations. The symbols can be used to shape infographics, allowing you to add content and meaning to any visual. 

Following its mantra of practising what it preaches, THNK – the Amsterdam School for Creative Leadership, asked Lava, Lost Boys interactive, and design research agency STBY to join forces. THNK’s visual identity and branding, interactive strategy, and consumer research were designed simultaneously over the course of three months. THNK states: “Our education programs will take people out of their comfort zones, help them see issues from different perspectives, and encourage them to prototype new approaches. This process is no different. These agencies are the best in their individual specialty areas. By integrating their perspectives and expertise, THNK will benefit from more innovative and effective branding, which will help us position our school globally and recruit students and partners. We are also looking for some fun and chaos in the process.” The website by LostBoys is online now.