University of Twente — Creating a universe as an identity

Committed to exploring the links between science and social-economic advancement, University of Twente (UT) offers courses in social sciences and technology. UT is also known for its entrepreneurial spirit. Seeking to strengthen its brand, UT appointed Studio Dumbar to design a new visual identity.

Strategy
The most important moment in developing the strategy came following a campus visit, during which we were introduced to many intriguing and impressive aspects of the university and its curriculum. However, this whole world is hidden to the public – it only truly opens up to students and faculty. In its external communications, the university looked rather bland. Our key strategic objective was to show the inside to the outside: ensuring that people on the outside are exposed to all the wonderful things happening at the university.

Design
The identity is driven by a colourful collection of images – a ‘universe’ of visual elements: drawings and diagrams derived from real scientific studies, photographs taken around the campus, and other visual reference points relevant to the university. Reflecting UT’s diversity and innovative spirit, the energy of these images is counterbalanced by a solid uppercase logotype with a full stop. These elements combine to establish a confident base, supporting UT’s academic endeavours.

Results
Diverse, dynamic and consistent, the new identity has succeeded in uniting UT’s various departments under one style – a cost effective solution that ensures a stronger, more coherent brand.

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