Adelaide University has unveiled its brand design and strategy in partnership with global creative consultancy Lippincott.
Open to students from January 2026, Adelaide University is a merged identity of the University of South Australia and the University of Adelaide.
Tasked with creating a brand that differentiates the new educator from its separate legacy's, Lippincott’s remit included the development of a central brand strategy and expression including the core positioning, identity, visual system, brand voice and digital toolkit.
Lippincott senior partner Graham Harvey said it was a challenge to combine the rich legacies of two storied universities into a singular brand that really connects with the next generation of students, staff, academics and wider stakeholders beyond the campus alone.
The logo’s abstract “AU” monogram echoes the university name and is inspired by the progressive angularity of the iconic Adelaide Festival Theatre, a reference to the city’s beating cultural heart.
The contemporary “U” shape is reminiscent of the shields of the original two universities, as is the primary dark blue colour - while the accent colours breathe a modern feel and distinction to the expression.
Lippincott partner Dan Vasconcelos said Adelaide University’s vision is fresh and forward-facing.
"We moved past the traditional university cues of ornate crests and antiquated Latin mottos," Vasconcelos said.
"Our design approach reflects the new institution’s wider vision to establish a relevant brand that forges lasting, meaningful connections."
The new Adelaide University brand has now launched and is being promoted across key international markets. A domestic campaign will launch in Australia in 2025, to support the first cohort of students in January 2026.
University of South Australia chief marketing and communications officer Sarah Cutbush said weaving the golden thread of the two quite distinct universities together into a singular, authentic brand is no easy feat.
"We are impressed with the outcome," Cutbush said.
The University of Adelaide CMO Benjamin Grindlay said Lippincott’s exceptional design and strategy work expertly matches the Uni's ambitious and confident mission.
"To empowering our learners to unlock their potential and transform themselves, their communities and the world," Grindlay said.
The work was completed in partnership with Adelaide-based brand communication agency FULLER, which provided local context and connection that informed the brand solution.
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