Country Base: Switzerland
Industry/Sector/Keywords: Educational Institutions, Colleges and Universities, Higher Learning
Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting

The University of Basel is a regionally rooted and internationally respected research university with a wide-ranging curriculum and a strong base in life sciences and various other subjects. International rankings underline the credentials of Switzerland’s oldest university, with its 555-year history.


In 2014, the University of Basel decided to review its visual identity and to commission the development of a distinctive profile – a brand.

The decision was motivated by a desire to consolidate the university’s high academic standing among the global competition, to ensure that it remains attractive and fit for the future, to enhance its appeal and to respond to its shifting self-image in the social context.


The responsible brand-agency has supported this process since the very beginning – by developing a contemporary corporate design concept and overseeing its application among other things, in corporate communication, literature, publications, e-communication, social media and events.


The umbrella brand is Universität Basel / University of Basel. It features a consistent, holistic, and above all eye-catching identity thanks to the new mint-green corporate color, the modernization of the logo, the use of a striking combination of fonts, and a clear, contemporary design system, that transforms routine university life into a daily brand experience.


Client: University of Basel –
Head Marketing & Communications: Matthias Geering
Reto Caluori
Stephanie Stähli

Brand Strategists/Designers: New Identity, Ltd –

Overall Responsability: Heiko Klemme
Creative Director: Christian Bannholzer
Senior Designer + Project Lead: Robert Wesseler
Project Manager: Helen Bartenschlager
Graphic Designers:
Ramon Classen
Damian Hess
Barbara Mayer
Peter Mikolas
Max Nestor
Hélène Schnaitmann