University of dundee logo change
Start talking about ‘brand’ and the first question I tend to get from those not immersed in marketing is ‘What is it?’. Our brand is essentially who we are and how we present ourselves to the world, from the way we describe ourselves to all of our audiences – students, staff, the wider world – and the look and feel of everything we do across our printed publications, our digital presence, and on the campus.
Rewind to the year 2000 and we see the University, and the world around it, as a very different place. Mobile phones were still not an accessory carried by everyone and those that were in circulation had little or no internet access. Tablets like the iPad were still a distant notion. Print was still dominant in terms of how communicated to the outside world.
It was in this environment that the University’s brand guidelines were last redeveloped. That means the tools and frameworks developed then – colours, logos, look and feel – have been in place for almost one-third of our 50 years of existence as an independent university.
That in itself is not necessarily a reason to change things. Many successful brands rely on strong elements that have been in place for a lot longer. But it is more than long enough to look at something and see if it still works or is fit for purpose.
Much work has been done over the past few years in articulating the University’s vision and core values, resulting in the Transformation vision. We have a strong sense of who we are and what we are here to do. We need to make sure that is clear to people to outside of the University as well, particularly our core audiences such as potential students at home and abroad.