Branding process, brand values and claim
Table of contents
Why is it important for a university to be a brand? | TUD's new brand identity © TUD
TUD has made great strides in so many areas in recent years – we are even more diverse and international, our research is excellent, our teaching is innovative, and we are socially engaged. In a broad, participatory branding process from 2023-2024, we identified the specific strengths of TUD and how to boost our profile in competition with other universities.
In close cooperation with an external agency, we conducted several surveys of staff, students and TUD alumni to develop a competitive analysis. The results of these analyses formed the basis for our branding process, which was carried out in under the aegis of the Extended University Executive Board and a project advisory board with expert members from various status groups at TUD. At the same time, initial considerations were made regarding TUD's Excellence Strategy. Both projects – the branding process and the Excellence Strategy – were subsequently brought together to ensure a unique and consistent positioning of TUD.
Our TUD brand is intended to support our vision of:
- Giving TUD a distinctive image
- Strengthening a sense of community at the university
- Appealing to highly qualified researchers
- Attracting new students from far and wide
- Presenting as an attractive employer
- Being visible to partners and sponsors in business, science and politics
- Having an impact on society
TUD’s branding process and brand values
With its excellent research, TUD wants to gain insights and build innovations that will help to overcome the major global challenges of our time, such as the climate crisis, the scarcity of natural resources and demographic change. We are doing everything we can to push the boundaries of knowledge, to be transformative in the best sense of the word and to shape the future together. “Creating transformative innovation together” is at the heart of our brand, forming the basis for our four brand values: collaborative, inventive, transformative, engaged. We would like to briefly present these values to you.
Collaborative - We look beyond our own horizons and work across disciplines.
Learn more about the brand value "collaborative".
Inventive – We develop creative ideas and new solutions.
Learn more about the brand value "inventive".
Transformative – We drive change, action and creativity.
Learn more about the brand value "transformative".
Engaged – We assume responsibility for research and society.
Learn more about the brand value "engaged".
Claim
Based on the branding process and the associated brand values, our new marketing claim was finally developed in a structured, comprehensive and creative process:
TUD| The Collaborative University
inventive. transformative. engaged.
The new corporate design translates this strong brand into impressive visuals and create TUD’s new look.
Contact
© Sven Ellger/TUD
Office of the CCO
Send encrypted email via the SecureMail portal (for TUD external users only).
Visiting address:
Nöthnitzer Straße 69, Room C.311
01187 Dresden
Postal address:
TUD Dresden University of Technology Directorate Communication and Marketing
01062 Dresden