Naming and brand identity for the University of Edinburgh

March 11, 2013

eri_uc

We have been working closely with the team at Edinburgh Research and Innovation, the commercialisation office of the University of Edinburgh in developing a name and brand identity for their consultancy services.

Edinburgh Research and Innovation (ERI) has a large number of internal and external stakeholders so our proposal included conducting research with academics and customers to test a variety of potential names for the consultancy services offering. We find that naming is such a subjective business, it’s extremely helpful to undertake research. This is particularly relevant where multiple stakeholders are involved who may have an opinion or point of view on the selected name. As well as revealing which names are liked or disliked, it also enables us to understand why they provoke particular reactions in specific audiences. The process also provided valuable insights into how the ERI and its consultancy services are viewed by its customers.

Having landed on the name University Consultancy, we then developed a new brand identity for the services. We were aiming to convey a more business-like and professional approach to demonstrate how the ERI can add value to businesses through its expertise and access to world-leading facilities. This new brand identity and associated look and feel are now being applied across a range of marketing materials including a new website, stationery and collateral.


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