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The University of Newcastle

The task

Take a fresh look at how the university brands itself in order to meet a changing market environment, paying specific attention to the logo and the brand architecture.

The insight

Position the university as a challenger brand one that boldly stands out from the more formal sandstone universities.

The solution

A new crest-like logo that retains the heritage of the existing crest but is more modern and iconic. We also created a new look and feel built around a dramatic photography style and simplified brand architecture. The new identity was incorporated into the 2007 Student Prospectus and 2008 faculty brochures and was merited at the global ReBrand 2008 awards.