The new corporate design of the University of Freiburg bridges the gap between the University’ tradition and its forward-looking approach, expresses its social location and responsibility, can be used for all forms of media, and is designed to be continuously developed further.
An English translation of this website is in preparation.
The University of Freiburg’s new graphic identity includes the word mark, typography, color and imagery, and design elements. It will also be used for the new University Website, whose relaunch is also currently underway.
The corporate design was developed by the agency Moniteurs, based on workshops in which University members from various levels were involved.
Information about the new corporate design at the University of Freiburg
The new corporate design of the University of Freiburg was introduced in January 2023. It bridges the gap between the University’ tradition and its forward-looking approach, expresses its social location and responsibility, can be used for all forms of media, and is designed to be continuously developed further.
The University of Freiburg’s new graphic identity includes the word mark, typography, color and imagery, and design elements. It will also be used for the new University Website, whose relaunch is also currently underway.
The corporate design was developed by the agency Moniteurs, based on workshops in which University members from various levels were involved.
Background
The media world has become increasingly dynamic in recent years. Digital media formats in particular are constantly evolving. As a university, we needed to respond to this development, especially in corporate design when, for instance, Websites evolve or we want to communicate via new channels. With the new corporate design, we now have the best prerequisites for this along with a successor to the previous corporate design, which was developed more than ten years ago and could no longer withstand current communications requirements.
The logo
Modern, approachable and communicative, minimalist, lively and agile: these characteristics in particular are reflected in the new logo. They emerged from the workshops with the members of the university. The new logo also brings out the University of Freiburg’s societal connection through a graphic link between the terms “University” and “Freiburg.”
The goal of our logo policy is to sharpen the internal and external perception of the University as an institution and to reflect the identity of the University. The University should be perceived as a single entity with all its associated institutions; at the same time, the affiliation of a University institution to the University should also be recognizable at first glance. From an internal perspective, this strengthens the sense of unity and identification with the University, while from an external one, it enhances the perception and visibility of the University as an institution with its outstanding facilities. This is also a fundamental prerequisite against the background of competitions such as the Excellence Strategy of the federal and state governments and the further acquisition of (research) funding.
Currently, a large number of logos with very different appearances, colors, fonts, sizes, etc. are used at the University of Freiburg. In many cases, the institutions are not perceived and recognized as part of the University of Freiburg. The logo policy is intended to ensure that in the future an affiliation with the umbrella brand of the University of Freiburg is immediately recognizable and that the logos are professionally designed.
Institutions that are permitted to use their own logos:
- Clusters of Excellence
- Collaborative Research Centers (SFB) and SFB Transregios (TRR) as well as other cooperatives
- Research programs of comparable size
- Research Training Groups and IRTGs (International Research Training Groups)
- Scientific centers and other central scientific institutions (according to the list of the Vice-President for Research and Innovation)
- the Freiburg Institute for Advanced Studies (FRIAS)
- the University College Freiburg (UCF)
- the Botanical Garden
In certain individual cases, facilities (such as institutes) not mentioned here may receive permission to use their own logos, which can can be requested informally via the Marketing and Events department.
Existing logos of institutions that are allowed to use a logo are protected with regard to their design. However, these facilities are strongly encouraged to contact the Marketing and Events Department regarding redesigning their logo as part of the new corporate design. When redesigning existing logos, care will be taken to ensure recognition value for the facilities.
All new logos will be created in consultation with the Marketing and Events Department and as part of the new corporate design. Only the primary colors defined by the corporate design are available for new logos. Only the font specified by the Corporate Design may be used. The University’s logo may not be modified to create a logo of its own, for example, not even by adding the name of an institution.
Proprietary logos may only be used alongside and together with the logo of the University of Freiburg.
The color palette
The primary colors blue and white continue to characterize the color palette at the University of Freiburg – but the new corporate design gives them fresher tones. The secondary colors allow design flexibility for different digital and analog requirements. They can also be continuously developed to meet new requirements.
Typography
Flexibility and modernity are also the guiding principles for the University’s new typeface. The new typeface is called “Social” and is characterized by clarity, good legibility and elegance. It is available in particular for users with design expertise. In addition, the Arial font can also be used.
The design elements
The University of Freiburg seal continues to play a central role in various areas in which the new corporate design will be used while still expressing the University’s commitment to tradition. It has also inspired the new design elements, which thus stand for the focus on the future while stemming from the University’s tradition-bound self-image.
Examples of design options
Development process lasting several months
During the three workshops in which the basic principles for the corporate design were developed, the focus was on user requirements and best practices, as well as corporate design-relevant aspects such as the nature and values of the University. As far as user requirements are concerned, it was important to many employees that the corporate design leaves them enough space for content and at the same time is simple and versatile to use. That will now also be the case.
Implementation of the corporate design
The templates can be used in various ways in the digital and print ways such as:
- Business stationery such as letterheads and business cards
- PowerPoint presentations
- Posters, flyers and notices
- Templates for various social media channels
- Magazines and reports
- University building signage
On March 1, 2023, the online shop started with a new product range and a new concept. At https://www.shop.uni-freiburg.de, you can order the new products from sustainable production. The two branches of the Rombach bookstore in Freiburg continue to partner with the University for local stationary retail needs.
Managing existing products and uses
The guidelines of the new corporate design apply as of 1 March 2023. Existing digital templates should be replaced swiftly and successively by the new templates. A transitional period lasting until 1 October 2023 has been granted for this purpose. In the interests of sustainability, this also applies to existing haptic products in the old corporate design.
Managing the old Websites
A web design is also being developed for the new website for the University of Freiburg, which is currently being created through a comprehensive relaunch, based on the new corporate design. Until then, only the new logo will be added to the existing web pages.
For questions relating to the new corporate design:
Please send your requests and suggestions concerning the corporate design to the following email address: cd@zv.uni-freiburg.de
Also use this email address for any questions you may have, for example on the following topics:
- Services in the area of design
- Questions about the corporate design: application and implementation
- Questions on the use of the logo
- Feedback on templates and offerings
- General questions about the corporate design
If you have any questions or requests on the topic of social media, please contact the Office of University and Science Communications: kommunikation@zv.uni-freiburg.de.
