Universiteit Antwerpen

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Branding

The Universiteit Antwerpen (University of Antwerp) was formed by mergingfrom the merger of three institutions: Ufsia, UIA, and RUCA. This union required a new, unified identity to bring the three entities under one banner. Deeply rooted in the city, the Universiteit Antwerpen is positioned as "the university by the stream,", highlighting the Scheldt River and the continuous flow of knowledge.

Antwerp struggled with a weaker reputation as a university city compared to cities like Ghent or Leuven. Surveys among prospective students revealed a preference for these cities when choosing a place to study. The new university's identity had to position Antwerp more prominently in the academic landscape.

We created a strong visual brand centered around the iconic "U" symbol. This "U" became the new emblem of the Universiteit Antwerpen, symbolizing openness and diversity. The logo and branding were launched with cultural highlights, including a poem by Ramsey Nasr and a song by Pieter Embrechts. Additionally, we developed a comprehensive brand architecture for all faculties and research centers, as well as campus and directional signage. The identity remains recognizable and was widely adopted, including merchandise like sweaters and mugs. Although the system has been updated twice over the years, the core identity endures.