Spring 2018 • northumbria.ac.uk
Shortlisted for THE University of the Year 2017
NORTHUMBRIA UNIVERSITY NEWS Issue 15
Northumbria unveils bold and ambitious new brand
T
he University has unveiled a new brand position designed to reinforce Northumbria’s credentials as a true challenger institution. #TakeOnTomorrow has launched alongside a new logo, establishing Northumbria’s ambition, which embraces the future and tackles global challenges head on.
Speaking about the new brand position, Adam Dunlop, Northumbria’s Marketing Director, said: “We wanted an idea that we could own and one that provided a platform to build our reputation for world-class quality. Above all it needed to connect with all of our many stakeholders; from prospective students to internal staff and from
Blue Chip partners to research funders. We also wanted an idea that staff could also engage with and really get behind. “After a period of reflection, we developed the idea ‘Take On Tomorrow’ and we knew instantly when we saw it, that it was the right one for us. When the hashtag is included it gives a real sense of
‘movement’ – #TakeOnTomorrow – something that we know people identify with when they work with or study at Northumbria. “This idea represents an institution that is bold, directional, confident, challenging and can do, that embraces the future and faces challenges head on. It implies leadership, direction and
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Get set for the Great Exhibition of the North 8
Fantastic fifth for Northumbria’s sport stars 40
a clear purpose. “What also resonated with us was the way that it matched our brand explorations and reflected what we had learnt when speaking with colleagues and other stakeholders. #TakeOnTomorrow feels very us and shows our ambition.”
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