Corporate Design

The current corporate design is around 20 years old and has remained essentially unchanged since then. During the design process at the time, the logo was developed without a brand identity – that is, without associated values – which is why it was not possible to establish a strategic brand positioning.

In the brand strategy process launched at the end of 2024, a new mission statement comprising a vision, mission, guiding principles and values was therefore developed, which forms the basis for the new corporate design. This gives the University of Würzburg a distinctive character, whilst ensuring good legibility and supporting accessible design. Combined with the distinctive design principle, this has resulted in a flexible system that enhances brand recognition, provides guidance and supports our communication in many areas.

The brand concept ‘Heritage – Tradition with a Future’ builds on the University of Würzburg’s first Rector’s seal. It translates its central elements – the four pillars of the professorship, the Magister (now also Magistra) and the book – into a contemporary visual language. The word and figurative mark is usually displayed alongside the redesigned Rector’s seal.

The new corporate design embodies our redefined values: unifying, enabling, appreciative, committed to the truth.

The new corporate design will be launched on 8 October 2026 with a range of materials, such as letterhead, business cards, course leaflets, posters, etc., which will be made available in the downloads section.

The aim is to be using the new corporate design as the primary design by the end of 2026. By then, existing letterheads, business cards, PowerPoint presentations and banners, for example, should be updated.

Yes, there is a transition period during which both the old and new designs can be used in parallel. The aim is to be using the new corporate design predominantly by the end of 2026. Remaining stock should be used up for reasons of cost-effectiveness and sustainability.

For building signage and vehicle graphics, there will be a longer transition period, as this changeover is considerably more complex.

Priority is given to all public and externally visible media, e.g. letterhead, leaflets, posters, marketing materials and signatures, which can be replaced quickly at a reasonable cost, as well as the official social media channels. The website will be gradually updated from the end of November 2026.

The aim is to complete the full transition to the new logo within the next two years.

For sustainability reasons, existing remaining stock should continue to be used up during the transition period, provided it does not contain any incorrect information or outdated messages. For printed materials featuring the new design, please contact corporatedesign@uni-wuerzburg.de.

The Corporate Design landing page provides the logo in various versions. In addition, alongside the FAQs, the Corporate Design Manual – complete with explanations and examples of use – will be available there until the end of October.

To ensure that the wide range of different use cases and formats are adequately covered, there is a logo toolkit and flexible guidelines for using the logo depending on the application. By default, the logo is used in landscape orientation. All logo variants are available in the primary colour, navy blue, and as a negative variant in white. For special cases, there is a monochrome version in black. The exact usage guidelines are set out in the Corporate Design Manual, which will be available from the end of October.

The university has a completely new design system. In addition to the new logo, the colours, typefaces and other design elements have also been updated, for both digital and print applications.

In the past, well over 140 different sub-logos have been used at various levels at JMU. These sub-logos are characterised by enormous variation and diversity in style, and a consistent design language is rarely discernible. To strengthen the ‘University of Würzburg’ brand and to provide guidance to the various target groups, these standalone logos will no longer be used in future. The umbrella brand concept required for this, and its implementation, are currently being developed.

All of you – we are a team. If you have any questions or comments, please feel free to contact the press office at any time: corporatedesign@uni-wuerzburg.de.

Yes, please liaise with the press office (corporatedesign@uni-wuerzburg.de) on this matter to ensure that the correct template is used.

Logos of collaborative projects and networks may continue to be used. These logos must be positioned in accordance with the corporate design, in consultation with the press office. This is therefore possible, particularly given that appropriate logo placement is a requirement when projects receive funding.

As before, the Press Office will continue to provide support with the design of print media. Please send your enquiries to corporatedesign@uni-wuerzburg.de. From 15 October 2026, there will be an open design consultation session via Zoom every Thursday from 9 am to 10 am.

Information regarding changes and updates relating to the new corporate design will be published on the page containing the corporate design templates. If you have any questions, please contact our colleagues in the Press Office at corporatedesign@uni-wuerzburg.de.

The project was carried out in collaboration with the Munich-based agency INTO Branding. The university had invited several agencies to tender for the project. The contract was awarded in accordance with JMU’s procurement rules.

A strong visual corporate identity provides guidance to our target groups, boosts brand recognition and fosters a sense of unity amongst staff. A modern corporate design supports JMU’s efforts to be perceived as an attractive employer and thus to attract more skilled staff. Furthermore, our old corporate design is outdated and no longer meets today’s modern requirements, which is why it was no longer competitive and a change became necessary.

The new corporate design also highlights academic excellence, international networking and a forward-looking approach, whilst creating a consistent brand identity across all analogue and digital applications.