TUD's new corporate design: Dresden in research fever!

TUD's new corporate design: Dresden in research fever!

On September 30, 2025, the Technical University of Dresden (TUD) will launch a new poster campaign that will not only present a fresh brand identity, but also a modern corporate design. This initiative comes at the right time, right at the start of the new semester. The campaign will be implemented in the form of 100 City Light boxes and 74 digital screens, which will be visible in central locations in Dresden.

The state capital Dresden provides the City Light boxes free of charge to increase the visibility of the university. Over the next two weeks, a total of ten different motifs will be advertised that illustrate the impact of TUD research on society. The central message is: “The Collaborative University – inventive. transformative. engaged.”.

Brand identity and corporate design

TUD officially presented its new brand identity on September 10, 2025. Rector Prof. Ursula Staudinger emphasizes the importance of this new corporate design for positioning as a university of excellence. In the course of a participatory process with over 1,500 participants, a self-image was developed that supports the university's strategic goals.

TUD's four core brand values ​​are: Collaboration, Inventiveness, Transformative and Commitment. The new logo, which is designed in an octagonal shape, symbolizes openness, cooperation and diversity. This clear visual and formal language is complemented by a uniform corporate design and web design.

Focus on research and teaching

The poster campaign shows TUD scientists in their respective working environments and covers a variety of relevant topics, such as innovative mobility concepts, bridge safety and cancer therapy. These motifs make it clear how knowledge works in the economy and society and how new technologies are developed.

A key goal of TUD is to find answers to the big questions of the time. The extensive research portfolio includes five central focuses:

• Gesundheitswissenschaften, Biomedizin und Bioengineering
• Informationstechnologie und Mikroelektronik
• Materialwissenschaft und Werkstofftechnik
• Energie, Mobilität und Umwelt
• Kultur und gesellschaftlicher Wandel

These priorities underscore the university's commitment to finding transformative solutions to the challenges of the 21st century and positioning itself as a catalyst for social change.

Universities in competition

The TUD is not the only one in the public eye. Universities worldwide are increasingly competing for students, faculty and funding. Strategic science marketing is necessary to remain relevant in a global context. This is demonstrated by the EU-funded BRANDINGUNIVERSITIES project, which deals with identity issues in higher education.

Universities are in a continuous process of adapting to the growing global knowledge economy, in which knowledge is viewed as a marketable resource. With effective brand strategies, such as those pursued by the TUD, universities try to position themselves as attractive training centers and knowledge producers.

Thanks to these new approaches and strategies, the Technical University of Dresden will continue to play a central role in research and education, while at the same time expanding its social responsibility and influence in the region and beyond. Technical University of Dresden reports that the TUD would like to further strengthen its position through the said campaign.

A comprehensive look at the changes in the academic landscape shows: The challenges are great, but with a clear self-image and strong brand values, TUD will be well prepared to take a leading role in the global knowledge economy. University Today emphasizes that the goal of TUD is not only to achieve excellent research results, but also to create an inspiring learning environment for future generations.

In order to successfully meet growing demands and increasing competitive pressure, it is crucial for TUD to combine its tradition of excellence with a dynamic, contemporary brand identity. CORDIS analyzes that this is now a necessary step for universities to remain relevant in global competition.