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The University of Dundee is the UK’s highest-ranked young university. It has a commitment to equip students with the skills required to shape the world in which they live, not simply fit into pre-defined roles using pre-defined skills.

Our rebrand communicated this modern, interdisciplinary approach to learning and teaching. Stacked layers of text, image and colour represent the many different views and influences that shape each student’s unique experience.

After a comprehensive strategy phase we identified that direct peer-to-peer communication was central to the success of the rebrand. The visual identity is built entirely from image, type and colour, foregoing any unnecessary graphics. This allowed for a strong focus on authentic snapshots of everyday student life.

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Universities are extremely complex entities to brand, with multiple stakeholders and a myriad of interdependent objectives. We worked alongside the internal design and digital teams for two years to deliver a wide range of touchpoints.

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“Throughout the whole process Tangent has been great to work with. They were assiduous in researching the University to understand our underlying brand values and unique identity, engaging effectively with students, academic staff, senior management and Board level, as well as working closely with our marketing and in-house creative services and digital teams. That engagement ensured that we secured widespread acceptance for the new brand framework. Working with Tangent has been rewarding, enjoyable and has delivered the results that we sought.”
University of Dundee