New corporate design for the Technical University of Dresden

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.

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.

Projects with purpose

For over 30 years, we have been working with remarkable institutions from the education, science, culture, administration or business sectors. 

All our projects are based on common features: their demand for a high standard of editorial quality, their complexity and the fact that they are part of a greater societal change.

Throughout our work, an innovative and strategic outlook is key. At the same time, we have the highest demands on usability, design and the underlying technology of our work. All of these components must prove sustainable in the long term.

In all contexts, we value a comprehensive understanding of the diverse organizational cultures of our clients. We know how to support employees in change processes and how to moderate cultural change.

We see consulting as a joint process in which we use co-creative elements as effective and active forms of collaboration. Our aim is to involve all relevant stakeholders in finding solutions in order to achieve an optimal result that will be accepted in the long term.

Awards

Our work has received many awards. We work on projects with journalistic standards and high benchmarks for design and usability. Thanks to these criteria, 3pc was awarded the Grimme Online Award as well as other prizes.

Our Clients

For over 27 years, we have been successfully working with federal ministries and public institutions, cities and communities, universities, research foundations, museums, cultural institutions as well as private businesses.