Branding process, brand values and claim
Table of contents
Wofür steht die neue Marke der TU Dresden? | Neue Markenidentität der TUD © 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.
The success of TUD is owed to the principle of cooperation. We firmly believe that progress is only really achieved when we work together across faculties, disciplines and organizations, which in turn promotes talented individuals that think outside the box. We welcome diversity and new perspectives, as this is indispensable for new insights and discoveries. In Dresden, we call this our "spirit." This is brought to life in a unique scientific ecosystem based on cooperation.
Innovation has been woven into the DNA of TUD since its foundation in 1828. Today, TUD is the university that can boast the most patents in Germany. With our innovative strength, we not only drive scientific progress, we also contribute to the economic strength and international competitiveness of the region through spin-offs that emerge from our university.
We have successfully mastered the many challenges our almost 200-year history has thrown at us. This gives us the certainty and the strength to see change as an opportunity and to keep our focus on innovations. As a University of Excellence, it is part of our identity to continuously question the status quo and to push the boundaries of knowledge. Our aim is to bolster everyone's potential in order to face the problems of the future, together. We not only operate on a local level, we also make an important contribution to the improvement and continued development of our country.
Everything we do and strive for is geared towards creating a positive impact and a better future. As a societal stakeholder, we significantly contribute to public discourse and to improving the living environment of people in the region. This is intrinsically linked to our mission to offer our students an academic education that enables them to shape future changes both responsibly and effectively. Creating and imparting knowledge for life is just as important to us as our commitment to diversity and democracy.
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
Visiting address:
Nöthnitzer Straße 69, Room C.311
01187 Dresden
Postal address:
TUD Dresden University of Technology Directorate Communication and Marketing
01062 Dresden