The Approach

TU Dublin is a dynamic, multidimensional environment that fosters analytical thinking. Its ethos is not to fit in, but to make an impact. This was definitely something we wanted to reflect in the new visual identity. Working in partnership with brand strategy agency MCCP, our objective was an identity that would communicate a spirit of change and expresses the university’s, as well as its students’, potential to make a difference.

The Idea

Most Irish universities’ visual identities feature a crest or symbol of some description. But TU Dublin is not most Irish universities. It was important we approached its identity from a different perspective. Strategic thinking guided our design process, leading to a bold, modern and dynamic logotype that personifies the impact TU Dublin will have on the higher education landscape.

The Execution

TU Dublin's visual identity communicates the spirit of change. It challenges convention and stands out in a crowd. While many Irish universities have a crest or a symbol, we felt that, because TU Dublin is a different kind of university, it was important that we approached its identity differently. Our approach to the project hinged on a seamless brand development: the creative approach informed strategic thinking, and strategic input guided the design process. Meanwhile, rigorous testing throughout ensured our strategy was on-point and connected with a wide range of different stakeholders.

TU Dublin is bold, modern and dynamic and the logotype demonstrates the impact that it will have on the landscape of Dublin and higher education. It has the power to change, disrupt and transform. It is both contemporary and progressive while conveying a bold and confident tone. The logotype treatment also allows us to focus solely on the name and to embed it in people's minds. By bringing the TU Dublin brand personality into the name, we help to fast-track recognition for this new brand. The possibilities are infinite.