After a year of extensive discussions and collaborative creative development, Addis Ababa Science and Technology University unveiled its new brand identity, which includes a comprehensive brand strategy, communications materials, and a new institutional logo.
Having colorfully celebrated the 10th year anniversary, AASTU has for the first time developed a comprehensive brand strategy that unifies storytelling and visual identities across all colleges and programs that serves more than 8,000 students, faculty, and staff, as well as tens of thousands of alumni and university partners.
The new brand is built upon the institution’s core purpose of becoming an internationally recognized Ethiopian hub of science and technology with strong national commitment and significant impact by 2030.
“This rebranding effort highlights AASTU’s distinctiveness and brings a modern, cohesive approach to the way we message and the way we look. Our brand reflects how we want our stakeholders to feel when they think of AASTU – a strong, vibrant, modern university that is leaning into the future,” said AASTU president Dr. Dereje Engida. “This work has been carefully and thoughtfully crafted, and is an important thread among many initiatives that are laying the foundation for a strong future for AASTU.”
The university is revamping communications materials to feature new messaging with a more modern voice and will be updating visual assets to achieve the consistency needed for stronger recognizability in the region and the state.
Among some of the more visual changes AASTU is launching, the rebrand work includes:
A new visual identity: From logos to colors to fonts, each component within the AASTU branding system builds upon our visual identity to form a cohesive visual experience. The new logo represents AASTU’s academic and administrative units, programs, services, and in general our mission ‘University for the Industry’ principle. This new mark includes the combination of all.
- The Gear is a toothed wheel that works with others to alter the relation between the speed of a driving mechanism and the speed of the driven part showing a strong sense (symbolizing strength).
- Circuit board: it is a laminated sandwich structure of conductive and insulating layers. PCBs have two first is to affix electronic components in designated locations on the outer layers by means of soldering ( embody technology the combination of any techniques, creativity, ability, methods, and processes used in the production of goods or services and their interrelation with life, society and the environment drawing upon such subjects as industrial arts, engineering, and applied science.
- The molecule symbol embraces altogether.
- The shield symbol is protection, strength, and safety, and an open space on the top of the shield indicates knowledge is a freely shared resource.
Just to give you a reminder, the new logo was publicly inaugurated by his Excellency Deputy Prime Minister and Foreign Minister Demeke Mekonnen on July 2, 2022, G.C.
Public and International Relations Directorate