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Visual Identity / house style UT

Deze pagina is alleen beschikbaar in het Engels

The University of Twente is a pioneer in connecting technology, science and engineering with social sciences in order to make a difference in the world around us. In order to present our education and research in the market, it is important that all of the elements are clearly recognisable as representing the University of Twente. 

To profile this brand, all of the elements are processed under the main brand of the University of Twente. The visual identity of the brand is characterised by a sleek, no-nonsense logo, the clean spatial divisions and the use of the totality of elements that represent the various aspects of the university. How this identity is created and the principles which are centralised therein are set out in the rationale. 

Building blocks UT house style

The visual identity is split into several building blocks which collectively provide an unambiguous and recognisable appearance when correctly applied. 

  • University of Twente logo

    The University of Twente exclusively communicates the English-language logo, which is available in two variants, i.e. in a single line and a stacked variant. The single line variant is preferred. If the space available for the logo is so narrow that the logo becomes illegible, there is an alternative form. We refer to this as the ‘stacked’ version. In principle, this version is not used for house-style applications for the University of Twente. It is intended to be used in exceptional circumstances and only if the preferred version cannot be used due to limited space.

    When positioning the logo, you must ensure that:

    • there is adequate white space around the logo;
    • the colour of of the logo (white/black) is harmonised with the background to create a good contrast;
    • the logo is placed at the bottom-right in any communication materials.

    The logo can be downloaded in the various forms.

  • University of Twente combination logo

    The University of Twente combination logo is exclusively intended for faculties, services and professional groups. This variant is only available in the stacked format of the UT logo, separated by a line (see examples); the text starts on line 1 and may only be used in lower case with a capital letter at the start. The logo is only available on request; please contact the Traffic department in Marketing and Communication.

    When positioning the logo, you must ensure that:

    • there is adequate white space around the logo;
    • the colour of of the logo (white/black) is harmonised with the background to create a good contrast;
    • the logo is placed at the bottom-right in any communication materials.

  • Totality

    The style is characterised by a diversity of forms and elements, the so-called ‘totality’. This totality is made up of a variety of connecting elements, inspired by the versatility that characterises the UT; i.e. the campus and a spectrum of education, research and and entrepreneurialism. 

    The designer has the freedom to determine the level of zoom on the totality and, as a result, there are many options for using the elements in communication materials. Only the institutes and University College Twente have their own elements. Courses, units and departments may continuously vary the elements.

    For further information about the use of the elements within the totality, please contact the Traffic team from Marketing & Communication.

  • Font

    The font is a characteristic component of the university’s visual identity. The standard font for the University of Twente is the Linotype Univers. Within this family of letters, a wide range of variants is available; we use the variant ‘Linotype Univers 330’ for plaint text and ‘Linotype Univers 620/520’ for headings/sub-headings. A licence is required to use ‘Linotype Univers’; for any questions please contact Traffic from Marketing & Communication. If ‘Linotype Univers’ cannot be used, the font ‘Arial’ and ‘Arial Narrow’ can also be used.

  • Colour palette

    The colour palette of the house-style is characterised by a broad spectrum of colours, which provides plenty of variation. Every coloured section and element may use one colour from the palette. Exceptions to this are corporate publications which can only use black or white colour sections, and research institutes which use their own colour, logo and element. 

    The colour palette is available as a download.

  • Spatial divisions

    The house-style offers a range of spatial divisions. Each publication, irrespective of the chosen divisions, must have an airy look; pages are characterised by not being over-filled.

    The pre-defined divisions for photography, element and text create a clear identity for the University of Twente, with sufficient variation to give each item its own ‘face’. The spatial divisions are a characteristic component of the university’s visual identity; the clear divisions create a characteristic image. 

    A full overview of spatial divisions is available (description of house-style) on the download site.

  • Photography

    Photography is important in all communication materials in order to provide a powerful message. Within the templates, there are various options for the placement of photos. When an image is placed on a cover or another item, we only use large and powerful images. Compilation imagery is not part of the University of Twente’s visual language. The UT uses a number good photographers, each with their own specialist area. For further information, see the service catalogue from Marketing & Communication.

  • Templates online

    The UT offers its Content Management System (CMS) for various website-templates:

    • UT-style
    • ITC-style (in ITC colours)
    • Institute style (in the colours of the institutes TechMed, MESA+, Digital Society)
    • Non-branding UT style for projects, cooperative partnerships (own logo replaces UT logo)
    • Non-branding ITC style for projects, cooperative partnerships (own logo replaces UT and ITC logo) 

    For an overview of the options, see www.utwente.nl/webtemplates.

    Marketing & Communication manages the settings systems for websites at the UT. The UT-wide standards for these are set out in the web protocol. The web protocol provides an overview of guidelines but also links these to a number of best practices for users. Related subjects such as videos (on websites) or advertisements are included.

    See www.utwente.nl/nl/websites/standaarden-afspraken (Dutch only).

    For questions or comments, please contact the Helpdesk online media from Marketing & Communication: onlinemedia@utwente.nl, tel 5665.

Brand architecture

The brand architecture sets out how the UT presents itself to the outside world, and from which unit. Corporate, services, faculties and courses communicate largely using the main brand of the University of Twente. Three sub-brands, however, which fall under the University of Twente umbrella and which have their own profiling are defined within the brand architecture; these are the research institutes TechMed Centre, MESA+ Institute and the Digital Society Institute. They are clearly part of the University of Twente family but profile themselves with their own variant of the logo when communicating with the outside world. The logos, colours and elements have been set out for these sub-brands.

Over the years, there have also been icon projects which, as a result of the attention value, have had their own temporary appearance.

  • Category 1: Corporate

    The majority of communication runs via the main layer, the corporate branding of University of Twente. All communication materials from the board, professional groups, clusters, faculties, services and other units belonging to the University of Twente. The corporate communication materials are characterised by the logo, use of the basic colours black and white and have a fixed set of spatial divisions into which the totality or photographs are placed.

  • Category 2: Courses
    • The courses (varying from university, bachelor, master, TGS and professionals to PhD) communicate completely on the basis of the University of Twente brand. Any communication materials for the target groups for our educational range, however, are created with the addition of colours from the colour palette, to the black/white basis.
    • University College: A special bachelor course which, in order to be recognised effectively by the specific market, uses a fixed element and colours in its communication materials. 
    • ITC: this faculty, where research and education takes place, has a special status. Visually very close to the main brand of the University of Twente and a genuine part of the family, but with its own logo and the use of a ‘swoosh’ instead of the straight spatial divisions.
  • Category 3: Institutes
    • The University of Twente has three strong research institutes: TechMed Centre, MESA+ Institute and Digital Society
    • These institutes communicate with their own variant of the logo, fixed colour and fixed element and are therefore regarded as genuine sub-brands of the University of Twente.
  • Category 4: Icon Projects

    Icon projects are defined for initiatives and projects which require a specific attention value for a set period and have the option to profile themselves. At the moment, the following projects or elements have their own style:

    • CuriousU: characterised by own logo and colour set
    • Designlab: characterised by own logo and colour set
  • Category 5: Collaborations

    The UT does not, of course, always operate alone and there are many cooperative partnerships within education and research on both a national and international level. Whether or not the University of Twente’s house-style is applied depends on the type of cooperation. Whichever form is applied, the logo of the University of Twente must be reflected in communication materials.

For questions, please contact traffic@utwente.nl.