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University of Dundee brand

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This toolkit describes our brand identity standards, enables access to our brand assets, and provides guidance on the use of those assets. It also clarifies our marketing position, personality, our visual identity and our tone of voice. It will help you understand how we want to communicate and how we keep our brand identity consistent.

A brand is our audience's perception of us. Branding is the process of shaping that perception.

Who are these guidelines for?

Anyone at the University of Dundee who communicates on the University’s behalf should find this manual a useful resource. For marketers it can be a useful starting point for developing campaign ideas and reaching out to audiences. Writers and content generators should refer to our tone of voice guide and general principles before crafting copy. Designers, in both the print and digital realms, can refer to typographic, colour and photography standards for consistency, and use the best practice examples as a launch pad for creativity.

Why is a strong brand important?

Perception and positioning

At its most basic, our brand is our audience's perception of us. Brand positioning helps us to define how we are perceived in the minds of our most important audiences. To ensure we are successful our positioning should be clearly differentiated from our competition, be easily understood and stand for something that is compelling and genuine. Our brand positioning is more than simply a definition of who we are or how we express it. It should serve as the starting point for the way we are organised and all that we say and do. It’s about what we want people to feel when they experience the University of Dundee, and remember when they move on.

Brand touchpoints

Many schools, one university

We became an independent university fifty years ago. Today our University is organised into nine distinct schools. Each of these schools has their own unique traits, but it is important we present ourselves to our audience with consistency and unity and that we ensure the successes of each school reflect well on each other.

Brand growth

A strong brand identity helps us to grow by increasing our appeal to:

  • students (existing and prospective)
  • staff (existing and potential)
  • alumni
  • employers
  • donors
  • business partners
  • research councils
  • government and regulators

Messaging themes

Research with impact


We are home to genuinely world-class science and research that has a positive impact on people’s lives. There is a strong tradition at Dundee of motivating research by ‘real-world’ issues and problems, and a desire to do research that makes a difference. This extends beyond labels such as applied or translational research to more fundamental drivers for undertaking research.

We also do very well in innovation and impact, where on some measures we are one of the strongest universities in the UK and, on two key measures, in the world.

Excellent student experience

A practical focus

Student satisfaction has been very strong for many years. This is based on many factors, including a strong sense of belonging and connectedness, evidenced over many years in student surveys and feedback; the personal attention that students enjoy; and the University’s partnership with students which gives them a high degree of representation.

This enables our students to find their own voice from the foundation of a supportive community - “You can be who you want to be within our community”.

Community campus in the city

A practical focus

A strong community feel, in a friendly campus at the heart of the city, is a vital part of our student experience. Our campus is consistently mentioned by students as one of the most positive aspects of their University life, with a community feel while being at the heart of a city that is fast developing and an exciting place to be, and which is safe, friendly and welcoming, as well as being cost-effective for students.

The size of the campus and the city also impacts positively on research, making it easier to develop connections across disciplinary boundaries. This sense of community lies at the heart of our University Strategy 2017-2022 and is exemplified by our `One Dundee’ approach that states we will achieve our goals by working as a community committed to excellence.

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