Branding Activation: a case study on University of Technology Sydney
- Graphic Design
- Logo Design
The University of Technology Sydney (UTS) is one of Australia's foremost public university. Formally founded in 1988, it is part of the five Australian Technology Network of universities dedicated to working with government and industry in providing students with the latest professional and essential courses.
In the recent brand update, the design concept blended technology and innovation integration through the visual performance of science, technology and data in the world. This established an extended application of UTS with a more flexible brand design.
One thing which remains constant throughout every brand update is the image is of the winding of the shield.
The earliest UTS logo was designed by Harry Williamson which was originally based on the coat of arms for Sydney (snake rope). It symbolised the origin of Sydney’s culture in the form of navigation and the DNA double helix structure. There have been changes since then, but the constant image is of the winding of the shield was always present.
In the new design, the arrow element of the winding shape has been removed. The new flattened shape means the transmission and interaction of information, on behalf of the information age, are intertwined within the information network.
The shield pattern from the original negative space was transformed into a positive space design by removing the bordering box. This presents a more modern and sharp impression with an innovative spirit; in contrast to the original design which lacks a sense of balance and stability.
COLOURFUL, OR DAZZLING?
In order to further explain the information age network and data brought about by the sense of science and technology, the design team developed a software that can transfer the entered data into a visual graphics form. It uses this as the main visual design element. The software generates a variety of digitized graphics.
Through the program to generate patterns, designers can get a variety of shapes, which represents the natural, and randomness in the complexity of data. Coincidentally, the Sydney School of Entrepreneurs (SSE), which is located next to UTS, also used the same method of programming drawings: the data is randomly converted to graphics.
Some people think that in the case of UTS, this method is too dazzling; the lack of some aspect in the college of human style, and the selected graphics shapes are vary - from round and square to lines and flat. The logical link and consistency between the design are relatively weak, a looks more akin to a creative company's brand design instead of a university.
The application of dynamic graphics:
Colourful, or dazzling?
What do you think?
In general, with most of the visual effects generated software, the resulting pattern is visually appealing, containing the principle of science and technology and as a result, the university’s name echoes. It also brought about a sense of science and technology within the design, which is the biggest highlight of this program: a visual integration of technology and innovation representing the unrestricted flow of ideas – flexible and dynamic.