New purpose of Perm Polytech: Radical changes brought about by globalisation and rapid advancement in technologies set higher standards in education and make universities rethink their position towards students, society, and the world as a whole. In this context, technical educational institutions take on particular significance. They are to train sought for specialists thus ensuring competitiveness for businesses and nations, and to mold responsible citizens and future leaders.

Challenge: The perm national research polytechnic university is one of the leading russian technical universities that provide human resources to manufacturers of the entire country. At the same time, its ambitions are not limited by the region as it was actively engaged in russian nationwide programs aimed to support the best universities. With the succession of generations within the university and the emergence of new challenges that call for global vision, perm polytech found itself in the need for changes in strategy, corporate culture, and positioning.

Solution: Along with a new strategy development, it was also decided to create a new brand for the university that was to reflect that strategy. The pwc consulting company that was engaged to address the challenge turned to the electric brand consultants agency, a partner that was best suited for combining strategic and brandoriented consulting. We identified potential vectors of developing perm polytech’s brand. We created a brand platform (shown below) that would focus on harmonious development of personality and on training leaders for the fast-paced world.

Brand idea: Inspired by science and creativity, perm polytech mold leaders for the fast-paced world, which is reflected in brand’s proposition «freedom to create your own world». Perm polytech is a space for creativity, where students learn self-expression through academic disciplines in order to build their own path to achievements and contribute to the development of society.

Logo sign: The logo consists of 4 main elements: A black square, which symbolises integrity of the university with its academic program, research activities, infrastructure, partners, and the state. A beam of light emerging from the square center, wchich symbolises people, their efforts, and their energy

An area around the beam symbolizes the Perm Polytech’s significance for the people as a safe and comfortable place that provides opportunities for creativity. At the same time, people are not limited by the square boundaries as there is always an open side in the shape that symbolises inner freedom and openness to the world. Four sides of a square which is a definition for determination, focus, pragmatism, and methodical approach to things. The number four is also believed to give shape to ideas, find material for them, and accomplish them.