In close partnership with the marketing, digital and brand teams at the university, we helped to create, implement and evolve their brand. Griffith University is known for focus areas including environment, community, health, business, law and creative arts. The existing identity has strong recognition in Queensland with its use of red and its symbol of the book, but communications felt dated and lacked consistency. Overlapping design systems and rules made the identity difficult to work with for internal teams. It was time to refresh the brand and build on their brand strategy to create a brighter future for all. New designs needed to work better in digital environments and enable a sustainable roll out over time, avoiding waste and large implementation costs.

The new identity is bolder, more flexible and reflective of the progressive values of the university. ‘Make it Matter’ is the leading tagline of the university that reflects the universities focus to make a brighter future for all.

The logo has multiple responsive states and can adapt to any format. Previously the symbol could not be separated from the wordmark which had to include ‘Griffith University Queensland Australia’ and had several sub-brand variations. The symbol can now be used on its own, giving more power to the symbol. The wordmark can be stacked playfully in different configurations to make it more versatile and iconic for layout – where it runs vertically down the edge of the page.