Dresden University of Technology - TUD
New corporate design for the Technical University of Dresden
A new logo, a flexible corporate design and a clear digital profile: for the TUD, we have translated the sharpened brand essence into a visual system that combines tradition and new beginnings. From print products to the planned website relaunch (online: summer 2026), the result is an image that visualises excellence and conveys cosmopolitanism.
When a university with almost two hundred years of history renews its face, it is about much more than typography and colour palette. It's about values, attitude, identity and the need to communicate these in the best possible and accessible way. This is exactly what we worked on for the Technical University of Dresden (TUD). The result is a new logo and a flexible corporate design, which translates the sharpened brand values and the claim "TUD | The Collaborative University - inventive. transformative. engaged." into a concise, cross-media appearance.
An excellent client
The TUD, founded in 1828, is a globally networked top university, firmly rooted in the region and characterised by a culture of cosmopolitanism and participation. With 17 faculties, 119 degree programmes and an international profile - almost a fifth of its 30,000 students come from abroad and around 9,000 employees from 89 countries work here - it is one of Germany's major universities. It has been a University of Excellence since 2012. Diversity is a matter of course and a benchmark for quality.
The new logo combines creative strength with a self-confident presence. It symbolises the start of a new phase, which is now visibly taking shape.
From the brand essence to corporate design and digitalisation
We further developed the corporate identity as part of the project: The new logo maintains continuity, signals new beginnings and characterises a flexible corporate design for umbrella and sub-brands. Cross-media implementation - from print to social media to motion design - enables the university to convey the brand identity in the best possible way. The brand architecture is also anchored digitally: navigation, interaction and target group access were optimised in close coordination with the Rectorate and Senate, so that design, functionality and accessibility work together harmoniously.
More than just a new face
The result is more than just an aesthetic refresh: it makes the TUD visible as a cosmopolitan university and ensures that it is recognised across all channels.
Above all, however, it is a promise for the future. It combines tradition and modernity as well as scientific excellence and social responsibility. It sets an example - with clarity, attitude and sustainability.
