Creating change

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University of Queensland

Conceptual brand identity, created with Principals

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The challenge

To develop a cohesive brand identity for a university that prides itself on transforming its students into smart, independent thinkers. Previously, the university had relied heavily on an inflexible graphic asset known famously as the ‘particle path’.

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The result

Building on the brand idea, ‘Positive Transformation’ we created an uplifting and positive look and feel. At the centre of the identity sits the letters ‘U’ and ‘Q’ which combine to create an iconic, responsive device. It represents how the University of Queensland can open minds to new opportunities, broaden future horizons and create positive change in the lives of students that attend and study.