Max du Bois, executive director at Spencer du Bois, says, ‘The previous identity had served the NUS well but it couldn’t stretch across the whole organisation and link it together.’
Du Bois says the new identity had to cover the NUS’s political activities, its business link-ups and its relationships with students’ unions and the individual students themselves. The NUS has around 7 million students.
He says, ‘We created a system with highlighting and graphics for different applications. It’s a brand that can be turned up or down and is flexible enough to cover everything.’
Spencer du Bois has developed the project for 18 months, working with research group NfP Synergy.
The new branding is being applied to digital media, with the NUS Digital platform allowing student unions to build websites and plug directly into the national NUS movement.
The rebrand follows the appointment of new NUS chief executive Ben Kernighan and comes as new president Toni Pearce starts her term.
Claire Biscard, creative director at Spencer du Bois, says, ‘We needed to unify and reinvigorate an iconic organisation. We also needed to create a brand that has relevance for students today and matched their strength, energy and confidence.
‘It’s about highlighting what’s really important… students shaping the future of education… students driving change.’