Prof. Matthias Beyrow

Visual appearances & graphic systems; brand development & branding; communication concepts & campaigning; orientation systems & signage; design research & criticism; design of special postage stamps (together with Constanze Vogt) – five realisations until 10/2022.

# Identity & Signs

How do visual and verbal signs influence the identity of organisations? Which sign systems fulfil which tasks? How does visual family resemblance succeed? How do resilient graphic visual systems function? What can signs actually achieve and what overwhelms them?

# Brand & doubt

Brands have the task of "insurance" – they reduce doubts about a consumer decision. In view of the approaching ecological collapse, however, scepticism towards brand messages would be more appropriate. How can we still design in this contradiction? A plea for more honesty in branding?

# Strategy & approach

Does the old AIDA formula (Attention/Interest/Desire/Action) still apply in the age of social media? What can still generate "attention" against all perception filters? Isn't "entertainment" now the new and real desire? Is credibility still a resilient currency in communication?

# Visuality & impact

Contrary to the easy assertion: Do we really know how visual products "work" and what exactly "works" about them? Is the visual artefact still the initial impulse for communicative attention or has it long since become merely the visual anchor, memo value or form of reminder for information from other channels?

# Design & Society

Social systems constitute their identity, among other things, from the cultures of togetherness – i.e. from their cultures of mediation and communication. The design of communication thus becomes "social design" - by means of information, manipulation, intervention or regulation. Design can be understood as a cultural practice that shapes social systems and therefore always poses the question of how and in which world we want to live. But how can we fulfil this responsibility?

Matthias Beyrow (*1970) is a designer, author and professor of "Identität und Zeichen" at the University of Applied Sciences Potsdam. He studied visual communication at the University of the Arts in Berlin, graduating with a degree. In the years that followed, he alternated between freelance art direction for various agencies, self-employment and idealism. From 1998 suddenly author, 1999 guest lecturer and later, from 2003, professor for "Corporate Identity" at the FH Potsdam (FHP). At the same time, he set up buerobeyrow (now Buero Beyrow Vogt) with a focus on cross-media visual appearances, classic graphic design and communication concepts, in short: "strategy and design" ... since 2016 then "real" professor, 100% & for life and with 100% conviction at the FHP's design department.

Matthias Beyrow's work has been honoured with various awards: Lucky Strike Junior Design Award, Stiftung Buchkunst – Schönste Deutsche Bücher, Schönste Bücher aus aller Welt, European Design Annual, Karl-Miescher-Preis, Designpreis Brandenburg