UDEM – Universidad de Monterrey | Rebranding our Alma Mater
La Tortillería + Brands&People x UDEM
México
Emotional. That’s how you feel when you orchestrate a large-scale project for your alma mater. Little did we know that this would become the largest and most challenging branding program we had ever undertaken. It opened doors to crucial decisions that led us to compete for the identity with Pentagram, the largest independent design consultancy in the world, and win. But we also got to orchestrate a truly beloved campaign for our university.
Along the way, we learned to balance evolution and revolution. We learned when to evolve and when to revolt. Rebranding a university is a touchy business. Students don’t like people messing with their symbols. Alumni have strong emotional connections with their alma mater's identity. Even if they don't think about it every day, they will feel some kind of ownership if something changes. There are high-profile cases of students and alumni resisting attempts to rebrand their school. It’s not that you’re changing the university’s logo. You’re changing their university’s logo. So for UDEM, we subtly evolved the seal and the logo, but “revolted” against their dated brand expressions — typography, collaterals, verbal identity, advertising campaign and videography. On one hand, it feels like a natural evolution of the identity, but on the other, it feels like a fresh, bold new brand.
The result was a balanced identity. One capable of renewing the perceptions of the general public while bolstering pride among UDEM's community. Versatile enough to be worn, taken, written and shared, shaping experiences that resonate in everyone, from a seasoned professor to an incoming freshman. The new identity, beyond a new logo, is a new brand ecosystem.
The result was a balanced identity. One capable of renewing the perceptions of the general public while bolstering pride among UDEM's community. Versatile enough to be worn, taken, written and shared, shaping experiences that resonate in everyone, from a seasoned professor to an incoming freshman. The new identity, beyond a new logo, is a new brand ecosystem.
