Portuguese institute gets superior image

Portuguese university Instituto Superior Técnico will kick off its next academic year with a new identity by Henrion, Ludlow & Schmidt.

The Lisbon institute is the country’s leading engineering, science and technology university, says a spokeswoman for HLS. The group carried out research to establish IST’s current position, which revealed that while the brand was strong, the school had no clear definition of what it stood for and no identity guidelines.

HLS worked with the university to devise the new identity. A manual has also been produced.

“Despite its heritage, Técnico was having difficulties in differentiating itself from other universities,” says Chris Ludlow, senior partner at HLS. “It was felt a strong identity would establish a clear marketing position and raise its international profile.”