Edited By András Benedek and Kristof Nyiri
The Visual and Linguistic Design of British University Brands: Tamás Eitler
The Visual and Linguistic Design of British University Brands Tamás Eitler Through looking at a few typical cases of the visual and linguistic design of brand identity, the present paper analyses how universities in the UK use stra- tegic visual design and language in order to communicate more like brands than like educational and research institutions. In order to adapt to prevalent mainstream neocapitalist discourses, already in Thatcher’s Britain of the 1980s universities started to reconfigure their roles, starting to communicate more as branded service providers to cater to the needs of their students who in turn assumed the role of customers.1 As might be ex- pected, this functional reconfiguration was precipitated by cuts in funding the education sector, which made the institutions look for revenues from external sources on the market. Their brand communication has become considerably more promotional,2 more informal, and more reliant on visual design than ever before. The traditional paper-based brochures have been replaced by on-line bro- chures sporting lavish pictures and promotional video films downloadable from university websites which themselves are dominated by pictures rather than text. It is this shift from linguistic to visual communication that is at the forefront of the present study. 1. Contexts In this shift, the institutional identity of universities seamlessly morphed into brand identity, whose design elements have acquired a strategic, management role within the institution. The design elements contribute to a certain type of 1 Andrea Mayr, “Discourses of Higher Education: Enterprise and Institutional Change in...
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.