An identity is worth of visual signs to express itself on different supports and points of contact, constructing an image related to values ​​and emotions of the social imaginary. In this context, this article brings as a case study the creation of visual identity for the postgraduate degree in Graphic Design of the Federal University of Rio Grande do Sul (UFRGS), Brazil. Instead of creating a graphic brand, made up of a symbol and a logo, since there are already institutional visual signatures, the visual elements were used: colors, typography and illustration; as well as the composition of the pieces of visual communication. Starting from the new foundations of design (LUPTON, 2008), from the designer's discussion as author and producer, and from new creation formats such as maker and DIY (Do It Yourself) movements, the concepts that substantiate the proposed visual identity are related to the research and experimentation of creation and production techniques for graphic materials. The key concept hybridism was explored in the creation of the elements that make up the illustrations, in the different visual languages ​​that compose the identity - manual and digital (vector) and in the different techniques and materials used. The article thus discusses counterpoints such as the revisiting of elements and techniques of the past, with contemporary foundations and technologies, which constitutes postmodern graphic design.