Branding is more than a logo
Summer 2023: We enter the first round of refreshing the TU Braunschweig brand. Many people associate the term brand development primarily with a new logo, new colours and a new design.
However, branding is much more than corporate design and you will be able to follow the ongoing process on this website. Strictly speaking, a brand does not even need a logo to be a brand.
Stay interested and curious. We welcome your support and input.
Interview on our brand adaptation process (english subtitles)
Where can I get information about the brand update process?
We will regularly inform you about the developments in the brand update process through various formats and events. The following dates have already been confirmed:
- October 17, 2023: Executive Board Retreat
- October 24, 2023: Coffee and Communication session by the Press and Communication Department (3 PM, Room 117 in the Forum Building)
- November 15, 2023 (expected): Senate Meeting
- December 14, 2023: Jour Fixe of the central administration
Additional dates and formats will be announced in the coming weeks. The dates on this page will be updated regularly.
Do we really need a new branding process?
A brand is not something that is imposed on an organisation from the outside and thus artificially created. Rather, branding reveals the uniqueness of, say, a university from within. Branding makes it clear who you are. A brand creates identity both internally and externally and answers the following questions:
- Who am I as an organisation?
- What are my values?
- What drives me?
- What are my goals, my vision?
In the course of the previous University Development Initiative 2030, it became clear in many discussions that the TU Braunschweig university brand should be defined more clearly. For this reason, we have initiated an updating process for the TU Braunschweig brand and planned it as a sub-process resulting from the first HSE year. A first and very important step has already been taken: within the framework of university development, we have worked together with all faculties and the central administration to develop goals and our vision of a university of the future. In the next step, we want to use brand development to clearly emphasise our unmistakable profile as a technical university at a strong research location and combine this with modern communication.
Against the background of the many challenges and transformation processes, it is necessary to clearly formulate our self-image and thus create an orientation for everyone. Are taking a clear and comprehensive approach to this in the university development process and now want to make this visible in the process of adapting our brand. With this process, we want to present a university that communicates its values, strengths and goals in a self-confident, nationally and internationally visible way.
President Prof. Angela Ittel
This means first of all asking: Is the image we have of ourselves as a university the image we want to project to the outside world at present? A clearly defined self-image provides orientation and inspiration for all members.
What defines us as a university in an ever-changing world, now and in the future? What values and constants guide our actions and communications? How do we position ourselves in the face of constantly changing variables in the education and science system? How do we address new students and potential staff?
These are the questions we will be seeking answers to with all our stakeholders as part of our brand refresh.