Constructing and Communicating the Visual Identity of a University. Case Study: Visual Identity of Transilvania University of Brasov

In order to be successful in today’s competitive environment, universities must have well-established identities. This study focused on the construction and communication of the visual identity of Transilvania University of Brasov. The purpose of this study was to assess if the change produced the effects expected by the initiators. Interviews with students and teachers were conducted. We found that the current visual identity does not maintain a connection with the old one, and our research supported the idea that identity is dynamic and subject to change. The change took place from top to bottom. The current identity is linked to the university’s geographical position in the country. The change produced the desired outcomes, but there were some issues in regards to the meaning of the logo and students and teachers having difficulties in understanding it, and thus the university should better communicate how it wants to be perceived through it.