The Verdict: Adelaide University and Lippincott
About the work
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 the newly formed university’s identity. The brand needed to differentiate Adelaide University, as it was named, 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."
Peer review
Hisham Lahouasnia, founder and executive director, Freedom
On first impressions, Adelaide University’s visual identity felt like it’s always been there. From the monogram inspired by the architecture to a logotype that gave a grounded and institutional aura.
“This brand is built to challenge the world’s top institutions with Australia’s own heritage-driven educational powerhouse,” I told myself. Yeah, I would have loved to pat myself on the back and say I was right. But when I read more about the work, I felt like there was an opportunity to do so much more.
Their big brand idea of ‘a Force for Firsts’ is such fertile ground to build off, but the execution didn’t borrow enough from the past, nor promise anything radical for the future that would challenge the status quo on a global level.
I would have liked to see more depth and texture in the identity that paid tribute to their remarkable feats as well as something bolder to represent their ambitions for evolving the way and why people are educated, to give it more of its own distinct personality.
That being said, I’d be amazed if this isn’t part of a broader comms plan, but for now… It all feels a bit too safe.
Ali Ozden, partner and creative director, Universal Favourite
When I first saw this rebrand, I was excited and hopeful that it would match the charm and iconic status of UniSA’s previous logo.
However, the goal outlined by the agency to “[honour] legacies and tradition while looking towards the future” seems at odds with the final version of the branding. With a design aesthetic that forgoes all the cues of the category, this brand no longer honours its traditions. Without any “new” or category-disrupting elements within the brand, it doesn’t signal towards a new and exciting future. This leaves the brand in no-man's land, unable to reflect either of the two goals that it set out to reach.
The monogram, unfortunately, highlights these issues. With so many elements combined – the inclusion of the silhouette of South Australia when that was removed from the name, the serif of the ‘A’ combined with the flatness of the ‘U’ and a shield device that’s easy to miss – the outcome is overwhelming and confusing.
Nick Vaus, co-founder and managing partner, Free The Birds
Paul Domenet, creative strategy director and Partner, Free The Birds
Branding in education plays a critical role in fostering comfort and confidence, a sense of security and trust. However, this new logo conveys a sense of disconnect, fragmentation and incompleteness – qualities that are at odds with the very essence of what an institution should represent.
For an educational institution, especially one born from the merger of two universities, branding should honour the rich heritage of both while embracing the future. Yet, this design does not embody a strength or unity that students, faculty and alumni can rally behind. Shapes in the logo feel unfinished, and the concept behind them appears overly abstract, and in need of explanation.
The ‘U’ symbol suffers from a misguided use of negative space. While this can be a powerful tool in logo design, here it adds to the confusion and diminishes the logo’s identity. Rather than feeling purposeful, the 'U' gets lost.
A logo must also function effectively across various mediums and scales. In this case, when the logo is applied to the t-shirt, it loses its impact, becoming almost apologetic as the collegiate font overshadows it.
Branding should reflect a robust and unified identity, one that inspires confidence in all who engage with the university, from students to faculty to the wider community.
Ash Phillips, CEO and co-founder, Six Cinquième
In all transparency, my first impression of the logo alone wasn't the greatest. It didn't stand out to me at first glance, but the curves and colour palette reminded me of waves/the ocean and my mind jumped to surfing? Probably not the best first impression as an outsider looking in, to make the mental association with something that is stereotypical of Australians.
However, I always like to dig into the context behind the brand identity before cementing my opinion, because I know firsthand that there is so much that goes into a rebrand. I really commend the creative team for doing an in-depth stakeholder engagement which led to thoughtful creative choices. I appreciate the efforts toward adopting a more contemporary approach, moving away from traditional crests while attempting to maintain elements that create a sense of credibility and reflect the institution's pedigree.
Unfortunately, those details are overshadowed by the overall simplicity and cold minimalism of the icon. Finding that balance between progressive and traditional isn't easy, but I think it could have been achieved differently with an execution that feels less akin to a modern tech company and more grounded in the warmth, humanity and diversity of the university's students and alumni.
This article was taken from Transform magazine Q4, 2024. You can subscribe to the print edition here.
