Strategic brand and design agency Houston Group has unveiled a new brand identity for the University of Technology, Sydney (UTS), aligning it with the uni’s vision to become a world leader for technology.

The grassroots project saw Houston deeply engrained in the UTS brand, completing a comprehensive voice, identity and reputation process.

The project was not about creating a traditional campaign, but instead activating all of the opportunities UTS has to connect with its varied audiences.

Fusing creativity with technology, and born from the idea of visually representing the often-intangible world of technology and data, Houston Group has built a responsive and adaptive brand identity for the many functions of UTS.

The logo was evolved first along with a more flexible colour palette – Houston refined and modernised the UTS emblem so that it better reflects the uni’s position as a contemporary, young, vibrant university.

Houston developed data visualisation software in conjunction with Mentally Friendly and UTS. This software allows the uni to input unique sets of data about its faculties, students and research to create intelligent and connected graphics, which will feature prominently in UTS’s branded collateral and marketing campaigns.

Stuart O’Brien, founder of Houston, said: “UTS’s commitment and openness allowed the project to define itself and evolve into a design and creative outcome that is both unique and powerful.

“The idea that a brand identity is constantly responding and evolving in real time makes this creative response one of the most incredible we have ever been involved in.”

Alex Toohey, executive creative director at Houston, said the project was the perfect combination of technology and design not just working together, but being created together.

“The idea that the data and brief itself can determine a creative outcome is really the next step in creating core identities for brands and institutions,” he said.

John Chalmers, director of marketing and communications at UTS, said: “This brand evolution is unlike anything other universities are doing and represents that junction where creativity meets technology.

“UTS is now in a stronger position to drive reputation and position itself as a career-focused university for the adaptive generation.”

The refined UTS brand will roll out in stages over the next 18 months, commencing with a staff launch this week and a refreshed website in August.