A new logo, new colours and typefaces: The University of Würzburg has modernised its visual identity. The aim is to strengthen its profile in the competition for students, researchers and funding.
For more than 20 years, the previous logo – in the shape of a bracket – defined the visual identity of the University of Würzburg (JMU); it is now being replaced by a new, circular logo. It forms part of the new corporate identity that the university has now unveiled, which also includes a redesigned university seal, a new colour scheme, new typefaces and, soon, a contemporary website. Together, these elements are intended to create a modern image for the university – both in visual communications and in the digital sphere.
“With our new brand identity, we are fostering recognition, trust and a sense of belonging,” said University President Paul Pauli. “Our aim is to increase to enhance our profile as a university with a strong tradition, excellent research and innovative strength, as well as our national and international visibility and improve our ability to attract outstanding students, researchers and staff. The development of the new corporate identity is an important investment in the future viability of our university.”
“Our new corporate identity enhances our public image in several ways,” says Dr Esther Knemeyer, press spokesperson and head of public relations. “Our aim is for all our institutions to operate under the umbrella brand ‘University of Würzburg’ in future. In this way, we will create a strong, unified image and ensure the university is clearly recognisable across all media and communication channels.”
The development of the new visual identity was preceded by an extensive brand strategy process aimed at sharpening the university’s profile and identity. To this end, various stakeholder groups shared their views on JMU through interviews, workshops and online surveys. These were complemented by perspectives from the city and region, the business community and the media, as well as from the University Hospital.
‘Heritage’ brand concept
In its new visual identity, the University of Würzburg presents itself as colourful, open and approachable. At the same time, the identity takes account of its centuries-long history. “In the brand concept entitled ‘Heritage’, we combine our origins with the future,” says Florian Schubert, managing director of the design agency INTO Branding, with whom the Würzburg team developed the new corporate design. “The logo, seal, colours and typeface make JMU’s tradition visible whilst appearing contemporary and vibrant.”
Take the new logo, for example – its starting point is the university’s first rector’s seal from 1410. In this new interpretation, its motifs are simplified: four columns, a figure (the ‘Magistra’ or ‘Magister’) and a book form the circular symbol. Together with the lettering ‘University of Würzburg’, this forms the new logo. The university seal has also been redesigned on this basis. The simplified design is more versatile for use in both print and online contexts.
The new design also features a new colour scheme. Blue remains the main colour. In addition, each faculty has its own colour. The concept results in a colourful, positive overall image designed to highlight the university’s diversity. The new corporate typeface is ‘Inclusive Sans UW’, a licence-free font designed for use with the lowest possible barriers to accessibility.
New motto: “Truth. Knowledge. Change. Since 1402”
The brand strategy process has also resulted in a new mission statement and the new motto “Truth. Knowledge. Change. Since 1402”. It encapsulates the essence of the university: seeking truth, expanding the frontiers of knowledge and playing a responsible role in shaping social change through a two-way exchange. The reference to the year of foundation, 1402, links this aspiration to the university’s long history – and thus takes up the idea of ‘a heritage with a future’.
“Science thrives on asking questions, testing supposed certainties and gaining new insights,” says University President Paul Pauli. “Through our research and teaching, we aim to empower people to break new ground and help shape our society. Our new motto sums up what guides us in this endeavour: a commitment to truth, the search for new knowledge and the courage to embrace change.”
