The professional project of graphic designers and universities’ visual identities

Abstract Contrary to earlier research on why universities change their visual identities from traditional more abstract ones, resting a demand-side approach, we offer an explanation based supply-side approach. We argue that universities’ of toward symbols reflects professional logic shared by graphic designers and discuss the mechanisms institutional agents have fueled project institutionalization logic. Simultaneously, make visible role group—the designers—that escaped gaze organizational research.