The new brand’s launch was very successful and by February 2005, undergraduate applications to the University of Sussex had risen by 22.7%.
Particular interest was generated in physics, environmental science, engineering and social work. The number of accepted offers increased by 29% on the previous year – more than three times the national average.
And an annual mailing by the University's School of Science and Technology to schools and colleges nationwide, attracted responses from 149 new schools which had never shown an interest before.
‘This radical and exciting design has already proved highly effective and flexible in its application and is perfectly in keeping with the pioneering traditions of the University.’
Meanwhile, copies of the prospectus bearing the new corporate identity had even been featured on the Channel 4 teen soap Hollyoaks and the logo was featured prominently on the BBC drama Judge John Deed. Unsolicited requests for branded materials were received from the production teams from each TV show – further indication of the design's success in raising the university's profile.
University of Sussex Vice Chancellor, Professor Alasdair Smith says, ‘This radical and exciting design has already proved highly effective and flexible in its application and is perfectly in keeping with the pioneering traditions of the University.’
And Gifford adds, ‘Branding is all about extracting the essence of an organisation and giving back to the people within that organisation something to aspire to. The strength of the 'us' brand identity idea appealed to everybody, but its success isn't just down to the integrity of the design. By typifying what is good about Sussex it has given staff and students fresh confidence in the university of which they are a part.’
