Why a New Corporate Design?

Ruhr University Bochum (RUB) continues to develop its corporate design so that it remains visible, recognizable and future-proof in a digital and international world.

What is a Corporate Design?

The Foundation of Visible Identity

A corporate design is the visual signature of an organization and forms the basis of its visible identity. It creates a uniform design language that characterizes the appearance of internal and external communication.

In addition the logo, traditional elements of a corporate design include:

Color scheme: a defined palette that supports the visual identity.
Design language: Clear design principles that reflect the character of the organization.
Imagery: Style and type of imagery that conveys the organization's values and messages.
Composition: Rules for the arrangement of elements that ensure recognition and consistency.

In addition, the corporate design defines how these design elements are used in different media – as in printed and digital use cases.

A well thought-out corporate design combines form and function, ensures recognizability and conveys at first glance what an organization stands for.

What Makes a New Corporate Design Necessary?

Ruhr University Bochum's current corporate design is already 15 years old. The requirements for communication and design have changed considerably in the meantime: Digital formats, accessibility and a clear visual language now play a central role.

Accessibility: The current design does not fully meet today's requirements for accessibility and inclusion. For example, the RUB green in digital applications is difficult to recognize for some people.
Internationality : Internationalization is a key issue for Ruhr University Bochum. The global higher education market is becoming louder and more fragmented. In order to remain internationally visible and competitive, Ruhr University Bochum needs a modern design with a strong digital presence.
Recognizability/continuity: Ruhr University Bochum's corporate design forms a stable basis, but more flexibility is needed for future development in order to meet today's communication requirements, especially in the digital field. In addition, a variety of designs has developed over the years, which has a negative impact on the recognizability of the brand Ruhr University Bochum.

Objectives of the New Corporate Design

The brand Ruhr University Bochum must continue to be clearly recognizable and easily identifiable. In an exchange with representatives of all status groups, it has emerged that Ruhr University Bochum wants to appear more self-confident, more diverse and more flexible.

The new corporate design should ensure the following points:

Brand mission statement: The design corresponds to RUB's brand mission statement and makes our values such as equal opportunities, diversity and change visible.
Digitalization : The design meets digital requirements, including accessibility, and presents information – especially on the web – in a clearer, more user-friendly and appealing way.
Representation : The design offers a unique selling point and is clearly recognizable in competition with other universities.
Identification : The design strengthens affiliation by giving the RUB brand a face for students and staff.
Practicality : The design simplifies visual communication and makes the creation of materials more efficient by providing clear guidelines.

Our aim is to develop a corporate design that is modern, functional and appealing – for everyone who teaches, learns and works at Ruhr University Bochum.