University of Dundee brand
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.
Explore the brand
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.
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.
A strong brand identity helps us to grow by increasing our appeal to:
- students (existing and prospective)
- staff (existing and potential)
- business partners
- research councils
- government and regulators
Strong ranking performance
Dundee was Scottish University of the Year 2016 and 2017 and rated number one in Scotland for student experience, six years running. We were ranked one of the UK’s top 30 universities (The Times/Sunday Times Good University Guide 2019 and The Guardian University Guide 2019).
A practical focus
Dundee has always been a hard-working city, and the University is equally happy to roll up its sleeves and get busy. We’re known for practical disciplines like law, architecture, biomedical sciences and design. More theoretical subjects like philosophy and astrophysics are here too - but whatever you study, as one of our graduates you’ll be well set for the jobs market.
The best of old and new
Scotland has ancient universities and new institutions, all with their own strengths and specialisations. Dundee is a little different from the rest. We became an independent university fifty years ago, bringing several much older schools and colleges together. We may not be steeped in tradition, but we’ve been around long enough to earn serious international respect for teaching and research. At Dundee, you get the best of old and new in one great university.
Interdisciplinary and collaborative
We like to work together at the University of Dundee. Our compact, self-contained campus creates a great sense of community, and that’s reflected in the way different departments and disciplines collaborate in teaching and research. Our graduates need to be prepared to shape the world in which they live, not simply fit into pre-defined roles using pre-defined skills. This argues for less emphasis on disciplinary boundaries and more collaboration, flexibility, and a wider set of attributes reflecting employability, enterprise, an entrepreneurial approach and a world view.
A university city
Dundee is Scotland’s fourth largest city. With an overall population of about 150,000, it has one of the highest student ratios of any town in Britain. It’s geared for university life, and settling in is easy. You’ll feel at home in no time - and as a bonus, it’s one of the least expensive cities in the UK.
It might be small, but Dundee is growing. It’s a major centre for creative and hi-tech industries, accounting for 10% of the UK’s digital entertainment industry. It’s Britain’s first and only UNESCO City of Design. The northern outpost of the V&A Museum will open here, in a breathtaking new building, in 2018. All this is drawing young professionals and business investment into the city - and once they’re here, people love it so much they don’t want to leave.
A community campus
The campus at University of Dundee is safe, compact and concentrated - everything you need is within a few minutes walk at most. Yet we don’t live on an isolated estate like some other institutions. Step outside our campus and you’re right in the middle of Dundee’s buzzing West End. We’re at the heart of a city with a great big heart.
Study in the UK
The UK is a great place to go to university, with a world-class reputation for academic excellence. Dundee is part of that national culture, yet as a small city it remains affordable, friendly and safe compared to larger conurbations. While you’re here, the beautiful countryside and coast of Scotland is on your doorstep and the cities of Edinburgh, Glasgow and Aberdeen are all within a couple of hours travel. Trains and low-cost flights will take you to London and other destinations in Europe quickly and - if you shop around - cheaply.
We have been a democratic, progressive institution since 1883, when a donation from local benefactor Mary Ann Baxter helped to form University College, Dundee (the forerunner of today’s university) and committed the college to equal access to education for women. We continue to embrace these principles of inclusion and equality to this day. From the students' association - voted top in Scotland - to the University Court, we take pride in fairness and accessibility.
At the University of Dundee, your voice counts. Dundee University Students' Association is a hugely engaged partner and there’s student representation at virtually every level, making the whole university highly responsive to your concerns and priorities.
Voted number one in Scotland for student experience six years running, and with the country’s best university Student Union, Dundee has some of the happiest undergraduates anywhere. And with exceptional employment rates, our graduates and alumni are pretty satisfied too.