Communication Design Distinguished Lecture – Tor Hovind

Cracking a Complex Global Brand Code - Creating a Bespoke, Ownable Identity for RUA — Red Universitaria de Artes

From Strategy to Symbol to System

International brand strategist and design educator Tor Hovind takes audiences behind the creation of RUA’s distinctive global identity. Using his proprietary Brand Hourglass process, Hovind reveals how complex cultural, institutional, and international considerations were distilled into one defining concept—a bespoke monogram conceived as a typographic sculpture. The journey expands from symbol to system through a cohesive trade dress that establishes RUA’s distinctive brand territory. The keynote concludes by demonstrating how AI enhanced the final outcome while preserving human judgment, creative authorship, and the intellectual property embedded within the brand.

The lecture is moderated by Stefan Sonntag, Professor of Practice, School of Design. All PolyU staff and student are welcome.