Adelaide University has revealed its new brand design and strategy, developed in collaboration with global creative consultancy, Lippincott.

The new university, set to open its doors to students in January 2026, is a merger of the University of South Australia and the University of Adelaide. Lippincott was tasked with creating a brand that combines the legacy of the two founding institutions and differentiates the new university.

The brand strategy and design include the core positioning, identity, visual system, brand voice, and digital toolkit. The design strategy aimed to elevate Adelaide as a destination to students, partners, and stakeholders, maintain the prestigious heritage of both universities, and evoke Adelaide University’s mission to be a future-facing, progressive institution.

"The higher education sector is at a pivotal moment of change, as more people opt for nontraditional paths to success and disruptive technologies are redefining learning. Our biggest challenge was combining the rich legacies of two storied universities into a singular brand that really connects with the next generation of students, staff, academics and wider stakeholders beyond the campus alone," said Graham Harvey, Senior Partner at Lippincott.

The new logo and design system are designed to be open, bold, and firmly rooted in place, with the logo's abstract 'AU' monogram inspired by the Adelaide Festival Theatre and the 'U' shape reminiscent of the shields of the original two universities. The brand strategy and design were informed by interviews with leaders and academic experts from both universities, a global competitor analysis, and insights from a survey of thousands of current and prospective stakeholders in Australia and internationally.

"Adelaide University’s vision is fresh and forward-facing, so we moved past the traditional university cues of ornate crests and antiquated Latin mottos. Our design approach reflects the new institution’s wider vision to establish a relevant brand that forges lasting, meaningful connections," said Dan Vasconcelos, Partner at Lippincott and the project’s creative director.

"Weaving the golden thread of our two quite distinct universities together into a singular, authentic brand is no easy feat, and we are impressed with the outcome," said Sarah Cutbush, Chief Marketing and Communications Officer at University of South Australia.

"Lippincott’s exceptional design and strategy work expertly matches our ambitious and confident mission: empowering our learners to unlock their potential and transform themselves, their communities and the world," added Benjamin Grindlay, Chief Marketing Officer at The University of Adelaide.

The new Adelaide University brand has now launched and is being promoted across key international markets. A domestic campaign will launch in Australia in 2025, to support the first cohort of students in January 2026.