Global branding and placemaking agency Brash has partnered with a leading university in the United Arab Emirates, University of Sharjah, to modernise its brand identity. The refreshed brand positioning highlights the university’s innovative teaching, learning and research operations and its distinctive inspirational, creative, and supportive environment.

The University of Sharjah is committed to providing a world-class educational experience that prepares lifelong learners and leaders with integrated knowledge and skills. The Institution tasked Brash with reinvigorating its brand identity to appeal to future talent and strengthen its position in the region against other leading universities.

To ensure clear and simple focus, Brash developed a new brand code which formed the foundation of the new brand positioning and architecture. The modernised visual identity consists of a refreshed seal design of the original dome brandmark. By taking a different perspective of this architectural masterpiece, Brash showcased the inner view as a graphic pattern, creating a juxtaposition between students’ aspirations and the university’s heritage. Combining patterns, shapes and colours, the graphic elements bring an energy that sparks inspiration and enthusiasm, whilst the introduction of blue and teal as signature colours signify trust, reliability, and clarity.

The branding agency further amplified the university’s verbal identity through the tagline ‘Making a Difference” and short, punchy, and dynamic action statements. Brash developed a set of key messages that incorporate the brand code values and act as a communication vehicle to promote the University’ strengths to prospective students, faculty, staff, alumni and external partners. Through distinctive and vibrant language cues, the rebrand successfully positions the University of Sharjah as a collaborative and inviting environment that wants to connect with like-minded people.

Gary O’Kelly, Creative Director of Brash, comments: “Established in the late 90s, The University of Sharjah has a brilliant heritage history that had to be conveyed through its new identity, so we were considerate of every minor detail. We decided to amplify the dome seal and make it a brand mark that symbolises the University’s connection to the students first and foremost, a brand that is bold and inclusive – attracting the very best young talent.”

Majid Al Jarwan, Vice Chancellor for Public Relations, University of Sharjah added: “We needed an experienced partner, who understands the region’s culture and helps us appeal to a dynamic young demographic. The Brash team really recognised our values, strengthened our existing equities, and truly enhanced our presence in the region. We are eager to introduce the new look to our UoS family and partners, who we are sure will adopt and support the new brand.”