A consistent strategy to protect our brand

For over 160 years, the University of Melbourne has been sharing knowledge and cultivating the brightest minds.

Today, we are Australia’s best and one of the world’s finest universities. Our university is a place where unexpected encounters between ideas, people and disciplines lead to important new solutions and fascinating discoveries.

A place where great minds become great contributors. Our curiosity pulls us all perpetually forward.

Our brand is valuable

The University of Melbourne’s brand is arguably our greatest asset and has real and demonstrable academic and financial benefits.

Our brand acts as a magnet to attract the researchers and partners we collaborate with to discover meaningful answers to the world’s most pressing questions. And when our graduates and staff go out into the world, represented by the strength and reputation of our brand, their reputation and confidence is enhanced accordingly.

More than just a logo

The University of Melbourne is one of the most recognised education brands in Australia.

Our brand is more than just a logo. It represents us visually, in our language and tone and, ultimately, influences the way our audiences feel about us.

You’re a custodian of our brand

As members of the University, we all play an important role in creating and maintaining the unique University of Melbourne brand experience.

Whatever your role at the University, you’re a custodian of the University of Melbourne brand. You play an important role in advocating for the brand and portraying the University to the outside world.

Our brand guidelines help us ensure we build on our history, and share the strength of our reputation through a consistent application of our brand.

Clarity and consistency

The table below provides an overview of our University values and themes. When you are producing University of Melbourne communications material, use this table to guide your messaging.

What we are

What we're not

  • Collaboration for social gain
  • Interesting and unusual truths
  • Exciting possibilities
  • Positive
  • Engaging
  • Thought provoking
  • Says and shows something new
  • Friendly juxtaposition
  • Unexpected outcomes
  • Beautiful, new and interesting images that show the outcome of collaboration
  • Individual contribution for personal gain
  • Fanciful and embellished outcomes
  • Conventional
  • Sombre or negative
  • Generic
  • Embedded norms of working
  • Predictable results
  • Aggressive clashing
  • Expected
  • Cliche and manufactured stock images

Consistency is key

All University of Melbourne communications should be coherent and aligned to the University’s brand. Consistency is one of the most effective ways of creating a strong brand. Like any relationship, being consistent helps forge strong connections with our students, colleagues and community.

If you have any questions or queries about using the brand during this transition period, please contact the Brand team.