Norwich University of the Arts Unveils New Brand Identity

Created by identity specialists North, the new visual and verbal framework has been built using an innovative open-source collaboration process.

Norwich University of the Arts is unveiling a fresh brand identity, developed in collaboration with identity specialists North, reflecting the institution’s vision, values and priorities. Developed over the last 12 months involving hundreds of stakeholders, the new identity aims to better articulate and convey the University’s story to the world.

The new identity’s malleable and fluid aesthetic evokes research, experimentation, and computational arts. Digital creativity is at the core of the design language, as coding and digital tools play a significant role in creating generative visuals and add an extra layer of innovation, expression, and exploration to the identity.

Following a rigorous selection process, North was appointed based not only on their stellar track record – including prominent brands such as the Southbank Centre, Science Museum, Munchmuseet, Co-op, Tate, and Barbican – but also for their ability to answer the University’s call for an inclusive and representative process.

Embracing a public approach, the creation of the new identity for the University involved actively engaging its community through open forums and custom online surveys. Staff, existing and prospective students, alumni, and other stakeholders expressed a clear desire for a new brand identity that more accurately reflected the University’s vision, values, and goals.

The collaborative approach continued with North undertaking ‘town hall forums’ throughout each phase of the project, providing the whole University with the opportunity to critique and reflect on the ongoing work.

With four former Norwich students at the North studio, this work was led by alumni Sophia Brandt and Jonathan Leonard, and overseen by founding partner Sean Perkins, a visiting professor of Norwich for ten years.

Working closely with the Vice-Chancellor Professor Simon Ofield-Kerr and brand strategists Winster Marsh, North came up with the guiding concept of ‘creative exchange’, which represents the institution’s commitment to fostering continuous exploration, collaboration, and growth.

“The University’s ambitious new strategy, provided a clear strategic framework for the development of the brand strategy,” said strategic brand consultant Jo Marsh, Director of Winster Marsh, who served as an advisor to the project team throughout the process.

“Our main objective was to create an inclusive and representative process to arrive at a new brand proposition, set of values and clear objectives for a creative brief identifying what a new brand identity needs to achieve for the University to support its ambitions and goals. A key part of the process was a thorough evaluation of the current name to ensure the University becomes synonymous with the city of Norwich.”

Sean Perkins, Founding Partner at North said: “Ongoing engagement with the University’s community gave us a unique opportunity to pioneer a completely transparent process.

“Our goal was to bring the identity of this historic institution into the 21st century and it required a revolutionary approach to spark change. The entire creative process was shared together with the University resulting in an identity framework that provides structure while also creating space for expression and shared ideas. As a whole, the new identity embodies Norwich’s history and the insatiable curiosity that drives conversations and challenges conventional thinking.”

The design system includes a unique, highly distinctive custom-built typeface from North designer and Norwich University of the Arts alumnus Jonathan Leonard. “The new identity poses questions about the fusion of traditional and digital art forms,” noted Leonard.

“As an institution, Norwich is dedicated to nurturing artists, designers, performers, and scholars who challenge norms, shape the world, and contribute to a more equitable, just and sustainable society,” said Vice-Chancellor Professor Simon Ofield-Kerr.

“By strengthening our brand identity, we can more powerfully showcase the remarkable ideas and expressions that emerge from our community and emphasise the critical role creativity has in the world today and in the future.”

Norwich University of the Arts will gradually implement the new brand identity across its physical and digital spaces. The initial touchpoints to adopt the new identity include recruitment materials, social media accounts, and a redesigned norwichuni.ac.uk website. The subsequent phases will involve campus signage, ensuring a cohesive brand experience for the University’s community.

Learn more about our new brand identity