* * * * * *
* * * *
* * *
* * *
Home / About dba / Case studies
*
University of Sussex
*
* *
Brand Identity * * * Interiors * * * Internal Communications * * * Design for Good
*
Digital Media * * * Packaging * * * Print * * * Product Design * * * Archive 2004
*
*
* *

Client
University of Sussex

Design Consultancy
Blast
Colin Gifford
020 7359 7422
giff@blast.co.uk
www.blast.co.uk

The Brief
When the University of Sussex was founded in the 1960s, its radical and flexible approach to higher education made it one of the UK’s premier universities. In recent years however, and in an increasingly competitive market, student numbers were declining – particularly in science subjects. A new brand identity not only had to communicate the institution’s purpose to potential undergraduate students: it also had to achieve internal coherence. With more than 250 different logos in use throughout the organisation, the University of Sussex needed a consistent visual identity and clear design guidelines so the identity could be consistently managed across all departments.		 *
 
*
* * *
* *
* * Information & Guidance on:
* *
* *
* *
*
* * *
* * Other Brand Identity winners
* *
*

University of Sussex
* *
*

Serious** brand identity
* *
*
University of Sussex
*
* *

The Design
The key to Blast’s new identity for the University of Sussex was the use of the acronym ‘us’. Dropping traditional university clichés such as heraldic devices, this challenging and flexible approach to visual identity communicates the university’s history for radical thinking. An easy-to-recognise marque with qualities of inclusiveness, social engagement and community, ‘us’ can be used playfully as a campaigning brand device to challenge and stimulate: using questions like ‘Why us?’, ‘About us’ and ‘Study part time with us’, for example. As well as the logo and specially drawn typeface, a set of colours and an attitude to layout and imagery, means the new identity can be used to bring together all the schools, departments, courses and commercially focused entities under one unified brand.

The Results
By February 2005 undergraduate applications had increased by 22.7 per cent – more than three times the national average of 8.9 per cent. This was particularly prevalent in the sciences, with applications for Physics up by 35 per cent, Environmental Science by 81 per cent and Engineering by 31 per cent. By May, the University and Colleges Admissions Service put the number of accepted offers at 2,037, as opposed to 1,579 in 2004: a rise of 29 per cent. Internal communications have also improved, with all materials, including one-off, ad-hoc and low budget publications adhering to the new standard.

The prospectus was even scripted positively into Channel 4 soap Hollyoaks, resulting in attention from the popular press and commercial radio; media in which the university traditionally finds it hard to gain coverage.

Judges’ Comments
The judges thought this a very good proposition and Darren Briggs, Vodafone could see ‘clear value created by a clever reposition of the ‘us’ brand. The level of engagement both externally and internally was extremely high’.
‘The design solution not only enabled increases in applicants but also created a whole new brand for the University which was embraced by staff and pupils alike,’ added Joe Ferry, Head of Design, Virgin Atlantic.

 *
*
Contact Us * * * Join * * * Top * * * Back * * * Print
*
Design Business Association - 35-39 Old Street - London EC1V 9HX
T +44 (0)20 7251 9229 - F +44 (0)20 7251 9221
Terms and Conditions
*
Site designed and developed by Lloyd Northover
*
* * *
  Home
*
  About dba
*
  Our vision
*
  Directors & team
*
  Case studies
*
  Alumni
*
  News room
*
  Industry partners
*
  Membership
*
  Services
*
  Training
*
  Events
*
  Awards
*
  Directory
*
  DBA Experts Register
*
* * *
* *
* *
  Member Login
* *
  Username:
 
* *
  Password:
 
* *
 
*
* *
* *
* * *
* Back to Top
* * * * * *