Berufliche Schulen Bebra
Company
bSBa
Timeline
2021
—
2021
Role
Graphdesign
Project overview
Berufliche Schulen Bebra (BSBa) is a vocational school in the Hessian town of Bebra, offering apprenticeship tracks, vocational upper-secondary programmes, and technical-college courses. The school's agricultural department — Fachbereich Agrar — trains the region's next generation of farmers, gardeners, and rural-trade workers, but had no dedicated visual identity to distinguish it from the wider school. The project produced a sub-brand for Agrar that signalled the department's specific focus while staying recognisably part of the larger BSBa institution.
Challenges
Giving a department its own identity inside a parent institution. School identities are usually treated as a single fixed mark for the whole institution, and individual departments end up communicating through plain text labels at best. BSBa's agricultural programme needed something more — a mark students, partner farms, and applicants could recognise on materials, vehicles, and event signage — without breaking away from the parent school's visual hierarchy or implying a separate organisation.
Finding a tone that fits a working-trade audience. Agricultural training is hands-on, practical work, and the visual language had to reflect that. Most education-sector branding leans either on stock-photography optimism or on austere institutional layouts, neither of which would speak to apprentices already working on tractors and in barns. The mark needed warmth and a sense of the actual day-to-day, while still reading as a credible institutional sub-brand.
Packing the breadth of the discipline into one mark. Agrar at BSBa covers livestock, crop work, and agricultural machinery — not a single tidy subject. Compressing that scope into one legible mark, rather than producing a separate icon per pathway, meant building a composite illustration in which tractor, cow, pig, chicken, and grain could sit together without becoming visual clutter.
Results
The finished identity centres on a single hand-drawn illustration that brings together the core elements of the department — a tractor, dairy cow, pig, chicken, and stalks of grain — in one composition, set above a stacked wordmark where selected letters extend into vertical green strokes that tie the lockup together and carry the green accent through to the word "agrar" itself. The mark functions comfortably as a department sub-brand of BSBa: recognisable on its own and clearly part of the larger school. The system can scale from a single-mark use through to larger applications without re-drawing the central illustration.
Berufliche Schulen Bebra
Company
bSBa
Timeline
2021
—
2021
Role
Graphdesign
Project overview
Berufliche Schulen Bebra (BSBa) is a vocational school in the Hessian town of Bebra, offering apprenticeship tracks, vocational upper-secondary programmes, and technical-college courses. The school's agricultural department — Fachbereich Agrar — trains the region's next generation of farmers, gardeners, and rural-trade workers, but had no dedicated visual identity to distinguish it from the wider school. The project produced a sub-brand for Agrar that signalled the department's specific focus while staying recognisably part of the larger BSBa institution.
Challenges
Giving a department its own identity inside a parent institution. School identities are usually treated as a single fixed mark for the whole institution, and individual departments end up communicating through plain text labels at best. BSBa's agricultural programme needed something more — a mark students, partner farms, and applicants could recognise on materials, vehicles, and event signage — without breaking away from the parent school's visual hierarchy or implying a separate organisation.
Finding a tone that fits a working-trade audience. Agricultural training is hands-on, practical work, and the visual language had to reflect that. Most education-sector branding leans either on stock-photography optimism or on austere institutional layouts, neither of which would speak to apprentices already working on tractors and in barns. The mark needed warmth and a sense of the actual day-to-day, while still reading as a credible institutional sub-brand.
Packing the breadth of the discipline into one mark. Agrar at BSBa covers livestock, crop work, and agricultural machinery — not a single tidy subject. Compressing that scope into one legible mark, rather than producing a separate icon per pathway, meant building a composite illustration in which tractor, cow, pig, chicken, and grain could sit together without becoming visual clutter.
Results
The finished identity centres on a single hand-drawn illustration that brings together the core elements of the department — a tractor, dairy cow, pig, chicken, and stalks of grain — in one composition, set above a stacked wordmark where selected letters extend into vertical green strokes that tie the lockup together and carry the green accent through to the word "agrar" itself. The mark functions comfortably as a department sub-brand of BSBa: recognisable on its own and clearly part of the larger school. The system can scale from a single-mark use through to larger applications without re-drawing the central illustration.