The rebranding is the result of a multi-year, participatory process that Aalen University has been working on since 2022. In various workshops and intensive consultations, the central characteristics of Aalen University of Applied Sciences were worked out together with DIE GRUPPE from Leinfelden-Echterdingen and pooled in a clear brand strategy. The values of open-mindedness, commitment, respect, tolerance and responsibility form the basis.
"A strong university needs a clear profile not only in terms of contents, but also in its public image," emphasizes Prof. Dr. Harald Riegel, President of Aalen University of Applied Sciences. "Our new brand identity makes visible what we stand for: excellent teaching, practical research and a close connection to the economy, business and society in the region." The new brand identity is an expression of our self-image as a modern, responsible and forward-looking institution of higher education, which is constantly evolving in order to respond to the changing needs of its prospective students, but also students and university members.
"We did not want a purely creative update, but a strategic further development of our brand," explains Prof. Dr. Anja Dieckmann, Vice-Rector for Communication at Aalen University of Applied Sciences. "The new branding is based on our values and makes our attitude clear: We combine skills with humanity, innovation with responsibility. In this way, we create orientation - for prospective students, for partners and for our entire university community."
Aalen University of Applied Sciences sees itself as a place of learning, exchange and growth - with short distances, personal supervision, counselling, support, mentoring and a strong network of regional and international partners. The new logo symbolizes this networking, interdisciplinary skills and exchange. Its design language is reminiscent of networks, technical structures or neuronal connections and emphasizes the role of Aalen University of Applied Sciences as a hub of knowledge and innovation, embedded in the region and a strong network of partners.
"We have developed a visual identity that strengthens our contents and brings together our diversity," says Bianca Kühnle, Head of Media & Marketing, and adds: "The new corporate design provides a clear framework and at the same time flexibility for the different faculties and institutions. With the new website, which we developed together with FONDA GmbH, and the image film, which was created in cooperation with Senger | Prager, we are also creating consistent, contemporary communication channels that make our institution of higher education an authentic experience."
With the new brand identity, Aalen University of Applied Sciences is clearly positioning itself as a future-oriented University of Applied Sciences - regionally rooted and internationally networked. The rebranding is therefore much more than just a new look: it is a visible commitment to skills, community and continuous development.
