It was developed for Aarhus University, Denmark's second largest educational institution and it is ranked in the top 100 universities worldwide. It was actually designed in 2009 yet it is still very fresh and modern. I am quite a fan of it, due to its clean geometric and design however it didn't go down so well with lecturers and students of the University. An unofficial poll was taken of 800 people associated with the University, lecturers students etc and this resulted in 7 of 10 people disliking the design. To be specific the majority of the criticism was aimed at the new typographic element or 'Fifth Element' whilst other updates to the University's design (website/information materials) was praised. The negative reactions focused on the lack of understanding of the relation of the new logo to the University despite the design team incorporating AU's motto and the era in which the University was built as background to their design.
Overall I like the design and I think its really effective as a modern and abstract typeface, however I agree that it is not necessarily fitting for an educational institution. Most universities thrive on their traditions and historic background and in many ways this modernist typeface throws this heritage in the face of the University. So I like the 'Fifth Element' but perhaps it wasn't so well executed.
For the article click here
http://www.underconsideration.com/brandnew/archives/one_element_too_many.php
Agency 1508 who designed the identity (example of design in action):
http://www.1508.dk/projekter/aarhus-universitet
Also this design has some similarities to my previous rough where I was using lines and curves. Most visibly in B