REBRANDING OF PERM POLYTECH

TitleREBRANDING OF PERM POLYTECH
BrandPERM POLYTECH
Product/ServicePERM POLYTECH UNIVERSITY
Category A02. Rebrand / Refresh of an existing Brand
Entrant ELECTRIC BRAND CONSULTANTS (ELECTRIC CREATIVE LLC) Moscow, RUSSIA
Idea Creation ELECTRIC BRAND CONSULTANTS (ELECTRIC CREATIVE LLC) Moscow, RUSSIA
Credits
Name Company Position
Beso Turazashvili Electric Brand Consultants Creative Director
Irina Skabelkina Electric Brand Consultants Creative Director
Dmitriy Tretyakov Electric Brand Consultants Commercial director
Daria Vorobyova Electric Brand Consultants Head of Account
Michael Bobylev Electric Brand Consultants Head of Strategy
Elizaveta Gasheva Electric Brand Consultants Project Manager
Dimitrina Mitakova Electric Brand Consultants Art director
Veronica Burenkova Electric Brand Consultants Project Manager
Nikita Khudyakov Electric Brand Consultants Designer
Michael Lunev Electric Brand Consultants 3D Designer

Background

Radical changes brought about by globalization and rapid advancement in technologies set higher standards in education and make universities rethink their position towards students, society, and the world as a whole. Perm National Research Polytechnic University is one of the leading Russian technical universities. With the emergence of new challenges that call for global vision, Perm Polytech found itself in the need for changes in strategy, corporate culture, and positioning. We identified potential vectors of developing Perm Polytech’s brand, created a brand platform that would focus on harmonious development of personality and on training leaders for the fast-paced world.

Describe the creative idea (40% of vote)

Inspired by science and creativity, Perm Polytech molds leaders for the fast-paced world, which is reflected in brand's proposition: «Freedom to create your own world». Perm Polytech is a space for creativity, where students learn self-expression through academic disciplines in order to build their own path to achievements and contribute to the development of society. The target audience of Perm Polytech rebrand were high school graduates (as potential students), existing student body, faculty and administration, industrial partner-companies (as potential employers of university alumni), Russian Ministry of Education, as well as international academic community and foreign students. The brand vision, mission and values that we have developed address every target audience of the brand.

Describe the execution (40% of vote)

Following the new philosophy, the design concept is based on the idea that Perm Polytech is a creative environment where students learn how to express themselves through academic subjects in order to pave their own path to success and to contribute to the common good. All these values are reflected in the new brand design, including square shapes, lines, geometric grotesque of the fonts and chromatic colour palette complimented with abstract pixelated pattern. The primary colour Space gray is complemented with a monochromatic palette of lighter shades of gray and purple, as well as with accent colours that together make a palette of extremely "high-tech" colours. As a pattern, we propose abstract pixelated shapes in various combinations. These elements remind of heat maps which centers indicate energy clusters and which pixel structure refers to high technologies and digital environment.

List the results (20% of vote)

As a result of the rebranding, Perm Polytech has a well-structured and straight-forward brand that will help to convey its values to the target audiences and transform the institute's strategy to life. An important goal that the university administration had in mind was to become a well-recognized technical institute in the international academic arena. The university wanted to appeal to the international community in its research, citations and percentage of international students. The new brand addresses this challenge: it is multilingual, understandable for all audiences, and is easy to remember. After making changes to its strategy, Perm Polytech was included in the World University Rankings of Times Higher Education. It also got listed on the Impact Rankings 2020 as 401-600th. The university is planning a grand launch of the new brand, and become more popular among Russian and international high school graduates and faculty.