Brand Strategy Process at JMU
To strengthen its position in the competition for the best minds and third-party funding, JMU has launched a brand strategy process. The aim of this process is to define and strengthen the profile and identity of our university.
A New Corporate Design is Created
This redefinition of our university identity forms the starting point for the development of a new corporate design - i.e. the visual appearance of JMU with logo, colours and fonts - by a leading design agency. The new design will be launched at the end of this year.
With a sharpened profile and a modern, visually updated presence, our university will become more visible worldwide and more attractive to prospective students, students, staff, researchers and lecturers, as well as to research funders, the academic community and the wider public. The new corporate design will also form the basis for the comprehensive relaunch of our website, which is currently in preparation.
All Members of the University can get Involved
All members of the university play an important role in the brand strategy process. They know JMU best and are aware of the strategic priorities, strengths and values that give it its special character.
In addition to the University Board and the faculties, all staff members have been involved in a structural process, as have students, alumni and representatives from the University Council, regional politics and our partners from business, the media and society. Personal interviews, workshops and online surveys were conducted for this purpose.
A project group with representatives from all status groups within the university is supporting the process as a think tank and provides important input. A list of the members of the project group can be found in the project diary.
Project Diary
A project diary has been created as part of the brand strategy process. Here you will find regular updates on the current progress:
In Germany, 428 universities - including 109 universities - currently competing for the best minds and third-party funding. To strengthen its position in this competitive environment, JMU has launched a brand strategy process. The aim of this process is to define and reinforce the profile and identity of our university.
- Sharpening our mission statement (What values do we stand for? What drives us?),
- developing a clear vision (What do we want? Where do we want to go?) and
- formulating a concise motto.
On the basis of the mission statement, a new corporate design for JMU will then be developed.
According to the current plan, JMU will continue to use the current logo until the evaluation as part of the Excellence Strategy application in April. The new logo is scheduled to be introduced at the end of 2026.
The press office, under the direction of the president, is responsible for the process. It is being carried out with the help of an external consultant and the agency INTO Branding.
The development of the new corporate design includes the visual appearance of the JMU with logo, colours and fonts.
The new logo will be available in winter 2026. Please take this into account when planning printed materials and promotional items. If you have any questions, please contact the marketing department of the press office.
All members of JMU have already been involved in the process, wether through personal interviews, workshops, or an online survey. If you have any suggestions or questions, you can send them to unimarketing@uni-wuerzburg at any time.
