Branding
Rebranding the University of Applied Sciences Rotterdam to better match the goals and values of its students
The assignment
Et tu, student?
During this Design Challenge, we were given the opportunity to create our own design task. Eager to delve deeper into the branding process, I chose to rebrand an existing brand. My focus landed on my own school: Hogeschool Rotterdam. After all, the best thing I could say about this brand is that it is recognizable.
Recognizable just doesn't cut it
For a lot of brands, being recognizable is good enough. But for a brand that has such an impact on the lives of so many people, Recognizable just doesn’t cut it.
A truly great brand not only needs to be recognizable and aesthetically pleasing, but, above all, it requires a compelling story to make it relatable, in addition a very clear purpose is needed. Furthermore, given the ever-changing media and technological landscape, it must also be adaptable to work effectively across multiple dimensions
Currently, the brand identity of the University of Applied Sciences Rotterdam is very scattered. Appart from the slogan nothing in the visual identity communicates what the purpose is. What the brand is saying should align with what it is showing. A great brand has everything pointed in the same direction.
A brand with a conceptual story
In the realm of visual communication, the conceptual narrative revolves heavily around pushing boundaries, overcoming obstacles, and refusing to settle for the status quo. In this narrative, the student emerges as the hero who quite literally breaks through the barriers.
By placing the purpose at the core of all branding expressions, the Hogeschool Rotterdam brand can be significantly strengthened. Apart from the slogan "exceed yourself", it is currently not evident that this is the primary objective of the institution. Aligning the visual communication with this purpose makes the brand feel much more cohesive.
Matching the visual identity to the purpose
A kinetic brand identity that works on multiple dimensions
By incorporating movement into the essence of the concept, the concept becomes much more suitable for application across various media and dimensions. As a result, the branding does not stop at a static logo or house style, but rather creates a living brand.
Deliverables
Strategic brand positioning research
Brand value research with stakeholders
Brand archetype session
Design principles and guidelines
Concept testing
