The old logo was created twelve years ago when DCU received its university status and was transformed from being an institute of higher education. The logo followed a traditional university style using a crest and Times Roman font. At the time of its creation, it was important for the logo to place DCU in the same category as other universities.

Now DCU finds itself at a new stage of development. Instead of showing itself as part of the establishment, DCU wants to portray its distinguishing features and set itself out from the competition through the radical new focus set out in the strategic plan.

In briefing designers we set out four criteria for the new corporate identity for Dublin City University. It was to be visually attractive; reflect the corporate objectives of the university and incorporate DCU's core values. It also had to have the versatility to be used in conjunction with individual identities for various colleges, schools and centres that are linked or part of the university and across various media.

After a two-stage selection process, designer Barry Bö deker of Corporate Graphics developed the final logo chosen by a university panel. The image shows DCU in a very strong, crisp, font - optima - being lifted by three rings.

We wanted to develop the name DCU as an identifiable brand. The integration of the rings into the three letters D-C-U, makes it distinctive and easily recognisable. The colours, although still versions of blue and gold, are stronger and more vibrant. The rings represent symbols that have several meanings. Market research showed us that some people see the rings as upward or forward motion, others see wave bands communicating with the outside world, others interpret them as representing learning, education and research. The rings are all these things. They also attempt to portray some of our core values that are to be open, accessible, progressive and collaborative.

It was important for DCU that the new image should reflect its youth and dynamism. We don't have hundreds of years of tradition behind us, but we are the foremost university in Ireland for science and technology and we want to retain our reputation for innovation and inter-disciplinary collaboration.

We are developing full guidelines for the use of the logo. If you need to use the logo immediately please contact:

Eilis O'Brien 7005217
Eileen Colgan 7005656

Or e-mail comm.mkt@dcu.ie

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