Lloyd Northover knocks university identity into shape

The University of Newcastle Upon Tyne has appointed Lloyd Northover after a six-way pitch to evolve its brand identity.

The consultancy is tasked with developing a new architecture and visual identity system for the university, looking at ways to create a more functional brand. The university will consider whether or not to create a shorthand version of its current identity, which includes the institution’s full title, the University of Newcastle Upon Tyne.

Lloyd Northover will also look at how best to manage the university’s current graphic devices. These feature a shield marque with a lion motif.

The consultancy is holding a series of workshops with the institution’s staff and students to work up creative solutions with a view to producing visual work next year.

According to Jim Bodoh, director at Lloyd Northover, it is the first time the organisation’s brand identity has been looked at since 1990.

‘The project is evolutionary. We are crafting a new visual identity system based on what the University of Newcastle Upon Tyne already has, developing a more flexible system,’ he says.

The University of Newcastle Upon Tyne can trace its origins back to the 19th century.