What Makes A University Rebrand Work

"At first glance, that might seem like the whole story of a university rebrand. But those surface-level changes are only the tip of the iceberg. A rebrand in higher education is never just about design. It's about trust. It's about clarifying who the university is, what it stands for, and where it's headed. And when it's done well, the ripple effects reach far beyond graphics. It shapes enrollment, program reputation, faculty pride, and how communities and employers view the value of a degree."

"Several years ago, Samford University in Alabama took a hard look at how it was presenting itself. Rather than starting with a design brief, the university began by asking bigger questions: Who are we trying to reach? What do students need to know about us? What story do we want to tell? The answers guided a full-scale brand refresh that included research, workshops and communications audits. The results were measurable: a five-year enrollment increase of 18%, a 43% drop in student search spending"

Rebranding in higher education extends far beyond visual updates and focuses on trust, identity, and strategic clarity. Effective rebrands align messaging, visuals, and priorities to influence enrollment, program reputation, faculty morale, employer perception, and the perceived value of a degree. Successful efforts begin with research, stakeholder workshops, and communications audits rather than design-first approaches. Strategy-led refreshes can produce measurable outcomes, such as increased enrollment and reduced marketing spend. Some institutions change names or positioning to reflect evolving academic offerings and student populations. Treating brand as a strategic reset rather than a cosmetic makeover produces sustained institutional impact.

Read at Forbes