University of Connecticut
Reintroducing the world to a university where having new ideas is the idea
Rhodes Scholars, Nobel winners, Olympians, astronauts, entertainers, business and political leaders, the inventor of the wiffle ball – the University of Connecticut is a living laboratory with a legacy of impact and innovation. But most of the nation only knows them for their dominance on the basketball courts. People were looking at the university, but they weren’t seeing the full story. So it was time for a reintroduction.
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The questions and ideas that come from UConn influence healthcare and bioengineering, environmentalism and education. They partner with peer institutions, government agencies and local business leaders, and impact the economy, ecology and education of the northeast. During our discovery process, we realized that, not only are Huskies doing amazing work, they are doing it in unique and unexpected ways – by creating unusual partnerships, asking new questions, or approaching issues from a fresh perspective. And they have been at it for much longer than any of us realized.
We developed a brand platform to tell UConn’s story to a wider audience – not a new story, but one that is new to the world. Working with MarComm, we rolled the platform out across the university, and created subsequent campaigns to show everyone that big ideas don’t come from thin air—they come from years of research and experimentation, innovation, perseverance and collaboration. They come from UConn, in blue and white, and go on to change the world.
Brand Platform
The brand platform is new, but the story it tells is timeless. Design elements emphasize a sense of discover and play up the idea of revealing the unknown or unexpected. Copy is direct, confident and clever, winking as it brings the world up to speed.
The oval shape from the center of the “O” in the wordmark becomes a versatile container for text, photos, digital UX, and print materials.
Blurred imagery and typographic treatments give the brand a sense of discovery and revelation.
A comprehensive brand toolkit helps everyone at the university create on-brand content.
National Ad Campaign
Driven by the inspiring questions being asked by UConn’s top researchers, a national ad campaign connects the dots between inquiry and action.