With ten years under its belt, DTU’s visual identity longed for an update and revitalization in order to reflect the strong and international brand, the university is today. An update that was able to adapt to the new visual demands of digital platforms and media. And a revitalization that simplified the design universe, and at the same time gave room to express what DTU works for: technology for people.

Urgent.Agency listened, analysed, challenged, and delivered an excellent, updated visual identity, that is both new and recognisable. With a few, but safe, touches, Urgent.Agency has given the design a facelift and at the same time created the freedom to show both the creativity and the results of science. With fewer rules, more colours, new photos and a more powerful message, we can’t wait to
unleash the new design.

- Tine Kjær Hassager, Head of Corporate Communications, DTU

Implementation is not an easy matter in an organisation with more than 6000 employees. That’s why we wrapped all of the work in an online designguide enabling multiple user levels, with all of the designelements and templates in place and ready to download for all DTU employees.

The scientific research at DTU is often to complex or abstract for it’s essence to be captured in just a photography. They needed an expression to convey these stories and so we had Benny Box create a unique illustration style, inspired by the new visual identity, specially for DTU.

After 10 years with a solid identity conveying a technical analogue expression, Urgent.Agency and our friends at WeLovePeople were given the task of updating the core narrative and visual identity for a digital and more “humane” DTU. Re-designing the identity, we sharpened the best existing features, modernized it with a tighter brand hierarchy, selected colors for the digital era and chose one typography to rule them all.

The new core narrative - focusing on technology for humans and change - called for an expression beyond the existing design elements. This meant focusing on pictures that speak for themselves.

Implementation is not an easy matter in an organisation with more than 6000 employees. That’s why we wrapped all of the work in an online designguide enabling multiple user levels, with all of the designelements and templates in place and ready to download for all DTU employees.

The scientific research at DTU is often to complex or abstract for it’s essence to be captured in just a photography. They needed an expression to convey these stories and so we had Benny Box create a unique illustration style, inspired by the new visual identity, specially for DTU.