Simplified complexity & digital-first design; Building the future for UTS
UTS
Services
Brand Identity,
Digital Design,
Brand Strategy,
Brand Architecture
THE BRIEF
The University of Technology Sydney (UTS) proudly stands as the 9th-ranked university in Australia and an impressive 88th globally, cementing its reputation as a world-class institution at the forefront of innovation and education.
This brief focused on the evolution the UTS brand identity and voice to better reflect its vision of becoming a world-leading University of Technology. As such, it was important that the identity reflected the attributes of the university; energetic, authentic, creative, open and entrepreneurial. The identity also needed to appeal to wide-ranging audiences, from prospective students, to industry, Alumni and international students.
This brief focused on the evolution the UTS brand identity and voice to better reflect its vision of becoming a world-leading University of Technology. As such, it was important that the identity reflected the attributes of the university; energetic, authentic, creative, open and entrepreneurial. The identity also needed to appeal to wide-ranging audiences, from prospective students, to industry, Alumni and international students.
The University of Technology Sydney (UTS) proudly stands as the 9th-ranked university in Australia and an impressive 88th globally, cementing its reputation as a world-class institution at the forefront of innovation and education.
THE SOLUTION
Creating the new identity was a process of fusing creativity with technology, born from the idea, 'It’s the things you can’t see that shape the world'. Our challenge centred around how to visually represent the often intangible world of technology and data.
Key to our solution was the creation of a data visualisation software, the ‘UTS Visualiser’. This software allowed UTS to input unique sets of data about its faculties, students and research, to create intelligent and connected graphics, which feature prominently in branded collateral and marketing campaigns. These 'infinite' graphics deliver a responsive and adaptive brand identity, providing total flexibility within brand boundaries.
Key to our solution was the creation of a data visualisation software, the ‘UTS Visualiser’. This software allowed UTS to input unique sets of data about its faculties, students and research, to create intelligent and connected graphics, which feature prominently in branded collateral and marketing campaigns. These 'infinite' graphics deliver a responsive and adaptive brand identity, providing total flexibility within brand boundaries.
THE RESULT
The creative outcome of the brand identity is both unique and powerful. John Chalmers (Previous acting UTS Director of the Marketing and Communication Unit) said, “This brand evolution is unlike anything other universities are doing and represents that junction where creativity meets technology. UTS is now in a stronger position to drive reputation and position itself as a career-focused university for the adaptive generation.”
The identity was launched internally in early June 2017 with an overwhelmingly positive response. It instilled a sense of pride and collaboration as a story so deeply connected to UTS, its work and its people.
+105
places up in QS World University Rankings (From #193 in 2017 (pre-rebrand) to #88 as of 2025)
Services
Brand Identity,
Digital Design,
Brand Strategy,
Brand Architecture
“This brand evolution is unlike anything other universities are doing and represents that junction where creativity meets technology. UTS is now in a stronger position to drive reputation and position itself as a career-focused university for the adaptive generation.”
JOHN CHALMERS, PREVIOUSLY ACTING UTS DIRECTOR OF THE MARKETING AND COMMUNICATIONS UNIT
Relevant Projects
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