MDD New Visual Identity
Every year, starting from now, the students of the Master Digital Design get to decide on the visual identity of the programme for the course of that academic year. For 2025-2026, Matilde Cantinho and Mariana Bozano came up with a playful concept driven by the exploration nature of the programme. Their proposal was chosen by our partners out of seven submissions. Read below about their process and concept.
Designing playfulness, possibilities & identity: Behind MDD’s new visual identity
When we were asked to create the new visual identity for the Master Digital Design (MDD), we didn’t want to just design a logo. Our goal was to design a feeling, the one of arriving in a space where play, experimentation, and multidisciplinary chaos coexist in the best possible way.
Because MDD isn’t a traditional design programme. It’s a playground for exploration and growth.
The rationale behind the concept
What makes MDD stand out is its unique blend of people and practices. It brings together people from diverse backgrounds, not just designers, and creates a space where multicultural and multidisciplinary perspectives collide and mix.
The structure is hands-on, project-based, and experimental. Students are encouraged to learn by doing and by failing. Professors are active professionals, which keeps the programme grounded in real, contemporary practice.
There’s no single ‘right’ path here: you’re free to shape your own direction, explore different domains, and adapt as the field evolves.
MDD is a sandbox for experimentation, a place to play, fail, rebuild, and evolve.
The new MDD logo was born from that same feeling of playfulness and experimentation. We play with the tension between different fluid typographic styles, reflecting the diversity and multidisciplinary at the core of MDD (almost like play dough). While each track builds on the idea of modular building blocks (or pixels), inviting students to assemble, remix, and shape their own learning journey.
The colour palette draws directly from LEGO. Bright, curious, and unapologetically playful, it reflects the hands-on approach at the core of MDD: making, breaking, tweaking, rebuilding… and having fun while doing it.
Want to get to know more about the designers behind this year's visual identity? Check out this short interview with Mariana Bozano & Matilde Cantinho.
