A university’s brand has become an important asset in today’s ultra-competitive higher education sector. Universities have to adapt to the changing world we live in, be more agile and think and act more like large commercial organisations. So, the ability to create a strong brand position that can resonate with multiple external audiences and connect and pull together all parts of the university internally is no easy task.

Notably in an institution this size, everyone is at different stages of understanding and interest in how to leverage brand and marketing to meet their own goals. We worked with Queen's University with two clear objectives; create a genuine and engaging brand story and build a visually compelling brand equal to the output of the university.


Our research stage helped us identify key areas for success, values and core brand pillars. We have used these as a foundation to connect the whole university behind one confident statement that forms the brand purpose of Queen’s. The key factor that every academic, student and staff member is engaged in doing every day... and has been since 1845... ‘Shaping a better world’

Queen’s touches thousands of lives everyday all around the world. Their leading-edge education and research is focused on the needs of a connected global society and is driven by a culture that’s alive with the spirit of curiosity and a passion for knowledge.

The university is constantly in the pursuit of excellence to find the solutions to real world issues and inspiring research to have real world impact. They meet the challenges of our time head on and provide answers to questions that reach out far beyond the walls of the university. Answers that come from intensive research, years of experience and expertise forged from some of the most exceptional minds in the world.

We re-drew the elements within the crest, increased the width to give it more presence and rounded the base to give it a more unique and recognisable shape - transforming the existing crest into a modern and contemporary brand identity. Central to the new identity would be simplicity, colour and form.

The brackets system is a brand device used to bring focus to key insights and proof points of how Queen’s is Shaping a Better World, expressed as either facts, statements, imagery or headlines.

Inspired by the Queen’s crest identity and using the angles of the shield enabled us to create a graphic system that ensures a visual consistency across all of our collateral. The brackets can vary in size, and positioning, creating a flexible approach that encourages a creative expression across all Queen’s University communications.


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Queen’s University - Re-branding Over 165 Years Of History

A university's brand has become an important asset in today’s ultra-competitive higher education sector. Queen's University approached Mammoth to create a genuine and engaging brand story and to build a visually compelling brand equal to the output of the university.

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