TU Dresden – The Collaborative University

New brand identity stands for a sense of community, innovative strength, and creative drive

Dresden, September 10, 2025. TUD Dresden University of Technology has unveiled its new brand identity. As a University of Excellence, TUD will now present itself as “The Collaborative University – inventive. transformative. engaged.” The new corporate identity and the associated new corporate design both foster TUD’s strategic goals and clearly express how TUD sees itself and what it aspires to achieve in the future.

Prof. Ursula Staudinger, Rector of TUD: “The new brand and its appealing visual representation in the novel corporate design is another milestone in our university's ongoing development into a top university for the 21^st century. A strong public image supports our positioning as a University of Excellence and promotes visibility in science, business, and society. Our self-image is closely linked to the goals formulated in our Excellence Strategy – and to the way we want to achieve them: finding transformative solutions to the challenges of the 21^st century through unique collaborative interdisciplinarity and combining global impact with regional leadership. I would like to express my gratitude to the team led by our CCO Marion Schmidt and all members of TUD who, through their tremendous dedication, have made this participatory process a success.“

Marion Schmidt, Chief Communication Officer of TUD: “Reinventing a university as a brand is a major undertaking that requires a lot of people, time, and trust. When we started two years ago, we were able to build on a great number of positive attributes associated with TUD, continue to refine them, and then visualize them in a state-of-the-art way. For the first time in the history of TUD, there has been such a comprehensive, professional process of corporate identity and corporate design with a consistent result like this. TUD now has a fresh, modern, forward-looking public image which is equally focused on our internal community. The success of this brand launch is the result of a fantastic, cross-departmental collaboration between many members of our university. Truly collaborative!“

Jointly developed: Values that connect

© Stefan Gröschel

The brand values are an expression of how members of TUD perceive themselves as a community with shared values. All members of TUD were involved in a participatory process lasting several months, which took various forms such as workshops, interviews, and surveys. Over 1,500 people took part in the online survey alone. As a result, TUD has developed four core brand values that will bolster its ongoing development as a leading university for the 21^st century:

• collaborative – TUD's success is based on the principle of collaboration across faculties, disciplines, and organizations, which is particularly strong here in Dresden. This form of cooperation and diversity generates novel perspectives, insights, and discoveries.
   
• inventive – Innovation has been part of TUD's DNA since its founding in 1828. As Germany's university with the most patents, we drive scientific progress, strengthen the regional economy with spin-offs, and develop ideas to solve global challenges.
   
• transformative – TUD has successfully mastered numerous upheavals throughout its history. This experience gives us the strength and confidence to use change as an opportunity – by questioning the status quo, pushing the boundaries in research, and actively shaping structural change in Lusatia.
   
• engaged – TUD sees itself as an active stakeholder in society. In a challenging environment, it stands for diversity, cosmopolitanism, and democracy and is actively involved in business and society.

Fresh look: New logo and corporate design make brand values visible

While the brand values provide the conceptual framework for the new self-image, the new logo and corporate design make it visually tangible.

With its octagonal shape, the new logo picks up on familiar elements, but at the same time dynamically opens up to the outside world. It stands for openness, cooperation, and diversity at the university.

Like the logo, the revamped corporate design and web design are based on a uniform and state-of-the-art visual and design language that makes TUD unmistakably unique and instantly recognizable.

With the introduction of our new brand identity, TUD is clearly positioning itself as a University of Excellence that combines scientific excellence with societal responsibility and develops solutions for a better future – collaborative, inventive, transformative, engaged.

Personal assessments of the new corporate design by 
- Prof. Gesine Marquardt: https://youtu.be/KNXCQkczXiI
- Prof. Florian Siems: https://youtu.be/9urDGfCdrcI

Press inquiries:
Matthias Fejes
Press Officer of TUD
Tel.: +49 351 463-32882
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