Video and interview with Prof. Dr. Florian Siems on the TUD branding process, corporate design and web refresh

TU Dresden launched a corporate design and web refresh on September 10, 2025, which visually implements the values of the TU Dresden brand - modern, unmistakable and consistent on all channels. A lot of information and numerous templates for the renewed corporate design (fonts, colors, logo, documents) can be found on the TUD intranet: to the Corporate Design Portal

Such an extensive CD and web refresh cannot be implemented from one day to the next. Rather, it builds on the TUD branding process that began in 2023. Prof. Dr. Florian Siems from the Chair of Business Administration, in particular Marketing, was also involved in this process. In the video and in a short interview, he explains what is meant by terms such as brand value, brand essence, brand personality and how he experienced the branding process.

1. How did it come about that you were involved in the branding process?
In April 2023, I was asked by the Directorate Communication and Marketing whether I would like to participate in an internal TUD advisory board for the "branding process" that was starting at that time. Although I directly admitted that I was not really an expert in the sub-topic of "brand" (the subject of "marketing" is now very differentiated, and at my Chair we tend to focus on topics such as relationship marketing, service marketing, customer satisfaction, customer loyalty, purpose marketing, market research, ...), I was welcome - and was able to experience an exciting process.

2. How did you find the process overall?
I thought it was particularly good that they tried to involve as many stakeholder groups and their views as possible and that the agency commissioned placed the people involved and their values at the forefront of the brand discussion. It was a very constructive, cross-faculty "togetherness".

3. What happened after the branding process was completed in 2024?
As part of the branding process, many different opinions were heard and discussed and ways were sought together, which I liked very much (and also fitted in perfectly with the project). Accordingly, I was immediately willing to participate in the next step, when it came to the corporate design etc. based on the identified values, in a newly formed project advisory board.

The result is now available. It means a change for all of us and also some work - but I am convinced it is worth it. Thanks to everyone involved and for allowing me to take part!