• Transform magazine
  • December 07, 2022


University of Sharjah works with Brash to elevate brand positioning for future generation talent

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Global brand design and placemaking agency, Brash, worked with University of Sharjah, based in the United Arab Emirates, to modernise its brand identity. The new brand aims to highlight the university’s innovative teaching and learning operations.


The Institution tasked Brash with reinvigorating its brand identity to appeal to future talent and strengthen its position in the region against other leading universities. To do so, Brash focused on developing a new brand code which formed the foundation of the new brand positioning and architecture.

The refreshed visual identity consists of a refreshed seal design of the original dome brandmark. Brash took a different perspective of the dome, showcasing the inner view as a graphic pattern. This aimed to create a  juxtaposition between students’ aspirations and the university’s heritage.

“Established in the late 90s, The University of Sharjah has a brilliant heritage history that had to be conveyed through its new identity, so we were considerate of every minor detail. We decided to amplify the dome seal and make it a brand mark that symbolises the University’s connection to the students first and foremost, a brand that is bold and inclusive – attracting the very best young talent,” says Gary O’Kelly, creative director of Brash.

The agency combined different patterns, shapes and colours to create graphic elements that would spark inspiration and enthusiasm. The introduction of blue and teal as signature colours aim to signify trust, reliability, and clarity, all of which are key elements for the university.

Brash devised a tagline ‘Making a Difference, in addition to short, punchy action statements to further amplify the university’s verbal identity. It also developed a set of key messages that incorporate the brand code values and act as a communication vehicle to promote the University’ strengths to prospective students and other parties.

“We needed an experienced partner, who understands the region’s culture and helps us appeal to a dynamic young demographic. The Brash team really recognised our values, strengthened our existing equities, and truly enhanced our presence in the region,” says Majid Al Jarwan, vice chancellor for Public Relations, University of Sharjah.