New corporate design for HFT Stuttgart

Stuttgart University of Applied Sciences is taking an important step into the future and is now presenting itself in a new corporate design (CD) - with a logo that expresses the university's identity and vision even more clearly.

This redesign is more than just a visual change. It is an expression of the objective to position HFT Stuttgart as a future-oriented brand and to make its strengths visible. The new corporate design thus marks an important milestone in the further development of the university's visual identity and sends a strong signal for its strategic direction in the coming years.

The corporate design, which had been kept secret until then, was presented to the university community at a kick-off event on 27 November 2024. The event began with an impressive video and a typo walk in which models wore products with sample words to present the new typeface up close. Later on, the new logo was unveiled and there was room for questions about the development and introduction of the new design.

I am very pleased that our sharpened profile will be reflected in our image in future and that we are thus creating an HFT brand identity. For me, our new corporate design radiates vibrancy, innovation and self-confidence, it appeals to our students and our content is conveyed authentically. It's great that we can now start implementing it in all areas!

In competition with other educational institutions, it is crucial to stand out clearly. The new corporate design increases the visibility of HFT Stuttgart and ensures that it stands out clearly from other universities. The aim is to establish HFT Stuttgart as a memorable, recognisable and self-confident brand - both within the educational landscape and in the public perception. The revision of the visual identity was a necessary step to effectively emphasise the university's ambitions. The new design reflects the values of HFT Stuttgart and supports the communication of this identity both internally and externally.

HFT Stuttgart was able to win the renowned Uebele Visuelle Kommunikation office from Stuttgart for the realisation of the new corporate design. Under the direction of Andreas Uebele, a design was created that is modern and future-orientated without losing sight of the university's tradition and values. The development process was accompanied by the HFT Stuttgart Design Advisory Board - a panel of experts appointed by the Senate, in which representatives from all three faculties were actively involved. This collaboration ensured that the diversity and perspectives of the entire university were incorporated into the new design.

In an intensive and constructive collaboration between the design experts, a logo was created that confidently stands for the HFT, for the combination of tradition and innovation.

The project was coordinated by the University Communications department with Bettina Laser as project manager and Tanja Sperl as creative consultant. The entire team is now working together to integrate the design into everyday university life.

Over the coming weeks and months, the new corporate design will be gradually introduced in all areas of the university - from the website to publications and events. An important part of the concept is the introduction of sub-brands to emphasise individual degree programmes and research areas. This makes it possible to address specific target groups in a tailored manner and at the same time emphasises the diversity and expertise of the university.

The new corporate design stands for a clear message: HFT Stuttgart is an innovative and future-orientated university that consciously and confidently positions itself in the educational landscape. With its new image, HFT Stuttgart is ready for the challenges of the future, with a further sharpened profile!

Andreas Uebele presents the development of the typeface, HFT students and staff wear products with sample words from the university sector, which were presented with a typo walk.

Rector Prof Dr Katja Rade presents a thank-you T-shirt to Tanja Sperl, Creative Consultant/University Communication, Andreas Uebele and his colleague Maks Barbulovic, Uebele Visual Communication Office, as well as Bettina Laser, Head of University Communication (from left to right) and Prof Dr Kristina Weichelt-Kosnick, Academic Director of University Communication. And then the run on the T-shirts and articles with the new design began - and of course on the buffet.

All photos: Michaela Leipersberger-Linder