Precedent takes M out of Middlesex

Middlesex University is scrapping its ‘big M’ logo in favour of a fresh visual strategy that better reflects the institution’s breadth of courses and cultural diversity.

Precedent, which won the account in mid-August after a six-way pitch involving Design Bridge, C Eye and Navy Blue, meets Middlesex University’s design team this week for a preliminary briefing.

In addition to a new logo and design manual, Precedent has been commissioned to revamp marketing materials and signage, and train university staff in the art of implementing corporate visuals. Roll-out will begin in early 2003.

‘Since becoming a university in the early 1990s, Middlesex’s identity has lost its strength in the market and is now well past its sell-by date,’ says Precedent managing director Paul Hoskins.

‘It’s becoming increasingly important for the institution to communicate its strengths, particularly the fact that it’s the sixth largest UK university and attracts more international students than its rivals.’

Ranked 96 in The Sunday Times university top 100, Middlesex is anxious to emphasise the specific strengths of its schools, scattered across seven sites in north London, and differentiate the institution from other new universities.

It is possible that each school will adopt its own visual identity under one overarching corporate strategy, says Hoskins.

Middlesex University director of communication Marie Owens, who is managing the design rethink, says, ‘The Middlesex M has served us well, but we’re not the same institution that we were ten years ago.

‘Besides working through a new look, we want to communicate the change and investigate the changes of behaviour we might need to make.’