Lippincott brands newly formed Adelaide University

Following the merger of Australian higher education institutions the University of Adelaide and the University of South Australia, global brand consultancy Lippincott was brought onboard to craft its new identity. The brand needed to differentiate the newly formed Adelaide University from the world’s top 100 universities as well as Australia’s ‘Group of Eight’ leading research-intensive universities.

Following an in-depth research process, which included conducting 45 interviews with leaders and academic experts from both universities, Lippincott realised the role of universities is to level the playing field for progress and catalysing change in people’s lives and industries. The brand therefore needed to reflect Adelaide University’s mission of driving equity and inclusivity.

Lippincott – working alongside Adelaide-based brand communication agency Fuller – devised ‘a Force for Firsts’ as the brand idea, which aims to underline the university’s role as a catalyst of positive change. An expression of where prestige and progress coexist, the name-first design strategy elevates Adelaide as a destination.

Visual elements sought to capture the uniqueness of Adelaide, with the logo design inspired by the city’s iconic Festival Centre. The logo is full of subtle messages, such as the serif styled ‘A’ referencing academia and the institution’s pedigree nature. The shape of the ‘U’, meanwhile, represents the state of South Australia. Its logotype is crafted with a contemporary serif font, hoping to evoke gravitas.

With both former universities having utilised navy blues, Adelaide University’s design combines a digital blue with a purple hue reminiscent of blossoming trees local to the area. Other visual assets play on the design principles ‘proven’, ‘audacious’ and ‘open’ in a bid for the new university to appear established and challenging.

Graham Harvey, senior partner at Lippincott, says, “The higher education sector is at a pivotal moment of change, as more people opt for nontraditional paths to success and disruptive technologies are redefining learning. Our biggest challenge was combining the rich legacies of two storied universities into a singular brand that really connects with the next generation of students, staff, academics and wider stakeholders beyond the campus alone.” 

Dan Vasconcelos, partner at Lippincott, adds, “Adelaide University’s vision is fresh and forward-facing, so we moved past the traditional university cues of ornate crests and antiquated Latin mottos. Our design approach reflects the new institution’s wider vision to establish a relevant brand that forges lasting, meaningful connections."