The visual identity refreshment at Edinburgh Napier University was a complex and challenging project aimed at establishing a consistent and recognizable brand image across all communication channels. Intending to create a cohesive branding system, the team faced several key pain points including:
The main key pain points identified during the initial research were:
– insufficient brand architecture jeopardising brand recognition and reputation
– confusing colour palette (of 24 colours!)
– lack of coherence and consistency due to undefined visual rules and inadequate implementation
– inadequate digital and social media guidelines
– insufficient brand files distribution
– outdated brand documentation;
Starting with a thorough assessment of the existing brand architecture in 2019, the team set out to create a flexible and extendable logo lock-up system that would accommodate the university’s complex branding needs while still maintaining its historical roots. The main goal was to develop a new visual language codified into a design system that will grow flexibly with the university. Through a process of user testing, interviews, and feedback, the visual language evolved and the guidelines were formalized into a comprehensive BrandHub platform.
The resulting visual identity guidelines include:
1. a refreshed and bright red university logo (Napier Red #e5233f)
2. a flexible logo lock-up system
3. a reduced colour palette (core brand colour palette complimented with accent colour palette)
4. precise typography rules
5. an extensive icon library
6. a university pattern based on John Napier’s bones design
7. a graphical elements style guide
8. a university crest
9. a photography & video style guide
10. icon-based infographics and a motion graphics style guide.
All of these guidelines are housed on the BrandHub platform, which serves as a valuable resource for sharing information and making future updates.
To see the full website visit Napier BrandHub
Home page of the Brand Hub.
Guidelines introduction.
ENU logo lock-up system.
Colour palette. THE NEW BRIGHT RED #e5233f colour used in the logo informed the rest of the core brand palette. Focus group interviews indicated some people didn't like red much but in-depth analysis of the previously existing branding and competitors' audit backed up the decision to keep red at the core of visual identity.
Edinburgh Napier accent colour palette.
Implementation example: ENU branding in social media and digital applications.
Core brand colour palette in use: foldout leaflet.
Colour pairing system. Apart from Napier Red and the rest of the fairly neutral core colours, there was a need to develop a secondary accent colour palette. Orange, purple and dark blue were already widely used, so we decided to compliment them with new shades of yellow, green and bright blue. All the pairings were tested for digital and print use. Additionally, an accessible colour adjustment was used to comply with WCAG 2.1 AA on the main university website.
Implementation example: ENU branding in motion graphics. School overview films.
Typography. Typefaces selection and basic rules of use.
Bones pattern in use - university leaflet.
The bones pattern has been developed as a tribute to John Napier's bones (rods), a manually operated calculating device that is his best-known legacy.
Implementation example: ENU branding in print materials. Student placement flyers.
Searchable icon library. Find out more about icons system here:
Icon Library
Icon-based illustration elements for infographics.
Photography style.
Implementation example: ENU branding in promotional materials.
