Matthias Beyrow

Professor Matthias Beyrow is a Professor of Identity and Signs at the University of Applied Sciences Potsdam (FH Potsdam), where he serves as Chairman of the Examination Board of the Design Degree Programmes. He has been a full-time professor at the Design Department since 2003, becoming a "real" professor with 100% commitment in 2016.

His educational background includes studies in visual communication at the University of the Arts in Berlin, where he graduated with a degree. His professional journey has spanned freelance art direction, guest lecturing, and establishing his own design practice.

Professor Beyrow's research explores the complex relationship between visual signs and organizational identity. His work critically examines how visual and verbal signs influence identity formation, the role of branding in an era of ecological crisis, the evolution of marketing strategies in the social media age, and the societal impact of design practices. He investigates whether we truly understand how visual products "work" and what makes them effective in contemporary communication landscapes.

His publications reveal a consistent focus on corporate identity, branding systems, and urban visual communication. The progression from his early work on city identity to more recent explorations of digital transformation in corporate design (Corporate Design 4.0) demonstrates his ability to adapt theoretical frameworks to evolving technological and social contexts. His research particularly emphasizes the tension between branding's traditional role in reducing consumer doubt and the need for greater honesty in branding given ecological concerns.

• Lucky Strike Junior Design Award
• Stiftung Buchkunst – Schönste Deutsche Bücher
• Schönste Bücher aus aller Welt
• European Design Annual
• Karl-Miescher-Preis
• Designpreis Brandenburg

Alongside his academic work, Professor Beyrow co-founded buerobeyrow (now Buero Beyrow Vogt) with a focus on cross-media visual appearances, graphic design, and communication concepts. His practical experience informs his teaching and research on the intersection of design theory and professional practice. He has notably collaborated with Constanze Vogt on the design of special postage stamps, with five realizations completed by October 2022.