University Rebrand: Strategies, Challenges and Examples

Why? Because universities and schools are increasingly striving to redefine their identities and connect with potential students in a densely competitive market. Ultimately, as institutions vie for students’ attention, branding has become a key strategy for revitalising a school’s image, attracting prospective students and top educators and setting it apart from its competitors.

So, if a university feels that its branding is off and doesn’t best reflect who they are and what they’re all about, then it will need to consider refreshing certain brand elements – or overhauling its entire identity. If you’re unsure which approach is right, our article outlining these two can help guide you.

However, redesigning a university is no small feat. It involves updating an institution’s image to better reflect its values, goals and students’ needs, not to mention meticulous planning and execution.

In this article, we explore the process of creating fresh brands in higher education, addressing common challenges and examples to learn from.

Whether you’re a student, faculty member or part of the administrative team, understanding these insights will help you appreciate the intricacies – and benefits – of refreshing a university’s branding.

Why Universities Refresh Their Branding: Seven Key Motivations

People often associate branding with commercial businesses and products, but in truth, it’s every bit as important for educational institutions. Read our guide to educational branding or guide to higher education branding for more insights.

Beyond just a name – a logo, fonts, colour palette, graphic design scheme, and language are some of a university’s most recognisable assets. These brand assets don’t just help people understand an institution’s brand identity and values, but help them to connect with it.

There are many reasons why a university may want to rework or repackage itself, but here are some of the core reasons they might seek a new look.

1. Aligning with new academic offerings. As universities introduce new programmes and research areas, they may wish to refresh their branding to better reflect these changes. For example, a college known primarily for its arts programmes might revamp its branding to highlight its new engineering or technology programmes.

2. Updated strategy. When an institution updates its mission, values or vision – it’s vital that its core identity reflect these changes. For example, your university may shift to prioritise sustainability – in which case, you’d want your brand to convey these priorities across all touchpoints – from campus facilities to university communications.

3. Targeting new student populations. Universities often seek to attract a more diverse student body, including international students, non-traditional learners, or students from different geographical regions. Ultimately, a new look can help appeal to these new demographics by addressing their specific needs and cultural backgrounds. For example, English schools looking to attract Welsh students may wish to utilise the Welsh language in their branding.

4. Addressing negative perceptions. If a university has faced scandals, financial difficulties, or other negative publicity, a major rebrand can be part of a strategy to rebuild and improve its reputation. Ultimately, refreshed branding enables businesses to distance themselves from negative perceptions and start afresh.

5. Emphasising unique identity. A brand refresh can clarify and emphasise what makes your university unique, whether it’s a particular historical background, its ranking, a specific campus culture, or unique academic strengths. This can involve highlighting unique aspects of the university, such as cutting-edge research, innovative teaching methods, great alumni relations, state-of-the-art equipment – or quite literally anything else.

6. Updating an outdated image. Many universities revamp their branding to modernise their image, which can include refreshing outdated logos, slogans and overall aesthetics. In such a competitive and cutthroat market, feeling relevant is key, so it’s vital that universities are in touch with current trends and consumer desires.

7. Mergers and acquisitions. When universities merge with or acquire other institutions, a brand refresh helps to integrate the identities and strengths of both entities into a cohesive new brand.

Key Components for a Winning Brand Update

When it comes to redesigning a university – and doing so successfully – there are several elements that no institution can go without. What are they? Read on.

• Updated visual identity. No brand update is complete without refreshed logos, colours, typography and design elements. When giving your brand a new look, it’s important that your new image appeals to your target demographic while maintaining institutional integrity.

• Refined messaging. Crafting clear, compelling messaging that articulates the university’s new values, mission and unique selling points is crucial. Consider your tone and language choices carefully. Explain why you’re rebranding and, more importantly, what the benefits are.

• Strategic communication plans. This is key. It’s one thing to rework your branding, but it’s another thing communicating this to your shareholders. Be sure to develop a comprehensive strategy for consistent and effective communication across various platforms and channels.

• Market research and analysis. All strong brand refreshes are backed by thorough analysis. How can you reposition yourself without first conducting thorough research into current brand perceptions? This is also a great opportunity to identify strengths and weaknesses and rethink your strategic positioning.

• Rollout strategy. You can’t – or shouldn’t – “just” rebrand. You need to implement a phased rollout plan to introduce the new brand gradually. Not only does this help you build anticipation and ensure a smooth transition, but it also provides an opportunity to kickstart those all-important conversations with prospective students, parents and staff.

• Internal alignment. Internal alignment is key to creating a cohesive identity. Your updated branding should reflect the people, stories, and experiences that make your institution unique. And in order for it to do so, you must turn inwards. Speak to your staff and students and involve them in your research to ensure that your new brand aligns with your internal culture, values, and operations.

Rebranding A University: Common Challenges

1. The digital boom

Since 2020, the rise of online learning has opened up the world like never before, breaking down geographical barriers and making international study accessible to all. While this can pose a challenge to universities, it’s also a golden opportunity to craft a brand identity that resonates across cultures, attracting a vibrant, international student body.

2. Cost and budget constraints

Don’t get us wrong, redesigning can be a big financial undertaking, often involving new campus signage, a new logo, updated marketing materials, digital assets and even a new name. While these changes can be time-consuming and costly, they are an investment in the future growth of your institution. Many universities are finding innovative ways to revamp within budget, demonstrating that a strategic approach can make this transformation both feasible and impactful.

3. Brand perception and legacy

Transitioning a long-standing brand can be challenging, but it’s also an opportunity to refresh and reinvigorate. Toeing the line between modernity and a well-established history can be difficult. Although, a well-planned brand refresh can honour a university’s legacy while appealing to new audiences. By carefully managing this process, universities can strengthen their reputation and broaden their appeal.

4. Stakeholder buy-In

Gaining the support of faculty, staff, vice-chancellor, students, and alumni is essential for a successful redesign. While change can be met with resistance, engaging stakeholders in the process and addressing their concerns can build a sense of ownership and excitement about the future. Alumni, in particular, can become powerful advocates for a rebranded institution that enhances the value of their degrees.

5. Similar offerings

Most universities offer similar courses and degrees, which can make it difficult to differentiate on academic grounds alone.

The UK’s higher education market is highly competitive, with numerous institutions vying for students, funding and research opportunities. While it can be challenging to rise above the rest, a well-executed redesign can clearly differentiate a university, highlighting its unique strengths and making it more attractive to prospective students and partners.

Shaping a New Identity: The Path to a Fresh Identity

1. Research, research, research

Do you know why you’re updating your branding? Whether your visual identity is outdated, you’re broadening your target audience, or you want to reflect internal changes, it’s crucial to know what needs to change and what doesn’t.

Engage with your staff, students, shareholders, and prospective students to find out what elements of your brand are working and which could use a change. Empower students by involving them in focus groups, surveys and feedback sessions. Ultimately, their insights into the university experience and perceptions are invaluable for refining messaging and ensuring the redesign resonates with current and prospective students alike.

Understanding market trends, consumer preferences and competitor positioning is also essential. By conducting thorough research, you can identify what differentiates your institution and where there are opportunities to stand out. This knowledge helps in crafting a brand that not only appeals to your target audience but also effectively communicates your unique value proposition.

Research truly is the foundation of any successful branding endeavour, so whatever you do, make sure to give it the time it deserves.

2. Define – or redefine – who you are

Start by defining your institution’s identity and aspirations. If you’re redesigning, the chances are that your current branding doesn’t reflect who you are. With that in mind, it’s important to take a deep dive into your values, mission and ethos. What causes do you champion? What sets you apart from other universities in England, Wales and beyond?

These core elements are your compass, shaping every choice you make. Understanding your identity, principles and target audience is crucial for crafting a compelling brand that truly connects.

3. Hone your visual identity

Create a new logo, cohesive colour scheme and typeface that reflect your institution’s ethos and character. Are you undergoing a name change? Are you completely overhauling your existing brand elements, or are you keeping some elements old brand identity?

Whether undergoing a complete overhaul or refreshing some aspects, your visual elements will serve as the cornerstone of your university’s new image, ensuring immediate recognition and fostering a welcoming environment.

4. Ensure consistency

Maintain consistency in both visual presentation and messaging across all channels – from your website to social media and promotional materials. Consistent branding reinforces your university’s identity and builds trust and familiarity among your audience.

When inconsistent, a new brand look can run the risk of confusing your beneficiaries. Whether you’re just updating a few brand elements or completely reinventing yourself, it’s important that everything you do – and we mean everything – is consistently communicated.

5. Inform and engage stakeholders

Educating key stakeholders about your institution’s brand updates is crucial.

So, who are your shareholders? Essentially, anyone who is involved with or invested in your institution – your faculty, students, parents, alumni, partners, sponsors, patrons, donors and community members.

Be sure to communicate the reasons behind the fresh branding, emphasising alignment with your core values, mission and future aspirations. Always provide clear, transparent updates to foster understanding and support.

Most importantly, it’s vital that you involve faculty and staff in discussions about the redesign to ensure their perspectives are considered. Highlight how your changes enhance the institution’s reputation, support its academic mission and benefit all involved. Encourage their participation in shaping the narrative and sharing the institution’s successes!

6. Measure your impact

Your branding journey doesn’t end after you’ve launched your new look. Measuring the impact of your university rebrand is essential to understand its effectiveness and ensure you’re meeting your goals.

Be sure to track metrics like enrolment numbers, student and staff satisfaction, social media engagement and website traffic to see how the new brand resonates with your audience.

Conduct surveys and focus groups post-redesign to gather qualitative feedback and compare these results with pre-redesign benchmarks. By continuously evaluating, you can identify areas of success – and more importantly, opportunities for further improvement.

Rebranding A University: Examples

The University of Warwick

Back in 2015, the university aimed to drive positive change by updating its branding, introducing a new logo and primary colour, and upgrading campus facilities. The new logo was designed with a sharp, sleek typography to symbolise its contemporary relevance. However, it didn’t sit well with the student body. More than 4,000 students voiced their dissent through a petition, arguing that the new design failed to capture the essence of their esteemed academic institution.

This example underscores a crucial lesson: consulting students and shareholders is paramount before undertaking any branding effort, regardless of your stance on the new logo.

University College London

A more recent example. University College London recently announced that it’s changing its name to The London University in order to differentiate itself from its longstanding rival, King’s College London.

While their redesigning initiative has yet to start, this move underscores that the sky’s the limit when it comes to redesigning.

In today’s globally connected world, where institutions vie not only for local but also international recognition, strategic branding decisions like this can significantly influence an institution’s success and longevity.

Looking to Kickstart a New Era For Your Brand?

In today’s fiercely competitive educational landscape, a university rebrand is a game-changer. It helps to align the institution with modern values, attract a diverse student body and rise above the competition.

Yet rebranding is never straightforward, and whether creating new identities or refining existing ones, our seasoned brand experts drive positive transformation from the inside out.

Get in touch today, we’d love to help.