Queensland University Of Technology Design & Branding UQU by Landor Sydney

UQU

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Industry Education
Media Design & Branding
Market Australia
Agency Landor Sydney
Executive Creative Director Mike Staniford
Creative Director Nichola Dearn
Designer Jefton Sungkar
Released June 2010

Credits & Description

Category: Logo Design
Advertiser: UNIVERSITY OF QUEENSLAND UNION
Product/Service: STUDENT UNION
Agency: LANDOR ASSOCIATES
Date of First Appearance: Jun 10 2010
Entrant Company: LANDOR ASSOCIATES, Sydney, AUSTRALIA
Executive Creative Director: Mike Staniford (Landor Associates)
Creative Director: Nichola Dearn (Landor Associates)
Senior Designer: Sam Pemberton (Landor Associates)
Designer: Jefton Sungkar (Landor Associates)
Senior Client Manager: Mark Liney (Landor Associates)
Media placement: General identity items - internal use - April 2010

Describe the brief from the client
The UQU Union identity wasn't living up to its reputation. The brand lacked any substantial understanding and it was failing to claim ownership of the myriad of services it provided to students.

The identity had to celebrate the brand, give employees something to live by and engage a wide range of audiences in time for their centenary year in 2011.

Describe the challenges and key objectives
The identity needed to capture the heart and soul of university life outside of the classroom. It needed to reflect some of the playfulness that was clearly evident in the employees of the brand.

The name needed addressing. Research showed that the word Union had negative and political associations. We had to find a clear, simple and succinct name that would afford a degree of flexibility within the identity.

Students were looking for more than a logo. They were looking for something they could interact with, take on and own themselves.

Describe how you arrived at the final design
The new identity captures the UQU's vision. It claims ownership of all the services, it is immediately engaging and embodies the energy, youthfulness and fun that are so evident in university life.

It strikes the perfect balance between tradition and irreverence. It's playfulness can't help but drag you back for a second look and the sheer simplicity of execution allows it to stand out in a market crowded with uniformity and cliches.

Give some indication of how successful the outcome was in the market
A week after launch, student and employee feedback was phenomenal. Membership increased by over 25% within 3 months, while facebook membership went up by 33%. The facelift appeared to have done the trick.