A strong brand

Why FAU values a uniform brand identity

“A brand stands for a sense of identity, orientation, values, background and strategy, but it also expresses a message, presence, appearance and motivation – it is astonishing what all goes into a brand,” explains Silke Sauer. “This underlines how important the brand is for an organization.” She should know: Silke Sauer studied design, branding and marketing, and is an experienced and passionate brand expert. As Chief Brand Officer (CBO), she is responsible for implementing and developing the “FAU” brand across the whole of the University.  Together with her team, she works to establish a consistent, unique and recognizable brand image. “With the FAU brand, the University has created a uniform identity that is instantly recognizable both internally and externally,” Silke Sauer explains. “The brand conveys the strengths of FAU and addresses the various target groups, from research and administrative staff to students and alumni, to companies, media and the general public.”

The University is enhancing its profile

Brand development is part of FAU’s strategy for the future – a process that began with establishing a strategic foundation and defining the fields of action People, Education, Research and Outreach and continued with the introduction of a new corporate design. The University has now revamped its image with the support of the Hamburg-based company Claus Koch, one of the top addresses for brand expertise in Germany. The design is based on the Fibonacci sequence. The seal is now based more closely on the sketch from 1832 and the logo has been renewed to symbolize openness, interconnection and dynamism. The updated claim “Moving knowledge” highlights all the people at FAU who create, transfer and combine knowledge: while studying, in research, in teaching and in interactions with each other.

“The University has enhanced its profile, both visually and in terms of content,” says Sauer. “While it’s true that scientific excellence does not depend directly on the design of a university’s brand, a clear brand message that conveys a genuine sense of identity is becoming more and more important in the context of today’s ever tougher competition for new talent and funding. In addition, FAU is a true innovation engine. It has the reputation of being a leading innovator in Germany, Europe and the world, and our FAU brand should also reflect that.

Silke Sauer completed an interdisciplinary undergraduate degree specializing in design and branding, followed by a Master’s degree in the area of marketing management. She has more than 20 years of experience as a branding, marketing and communication strategist, during which time she has worked for a number of national and international customers, especially in the academic and B2B sectors.

Designing the brand is just the beginning

Silke Sauer and her Brand Office team appreciate that designing the brand is just the beginning and are now working to establish the FAU brand across the whole organization. A brand cannot become strong without the people who embrace it and fill it with life. She regularly visits the faculties and organizational units and advertises the brand strategy, taking a collaborative and inclusive approach. “In a commercial enterprise, the implementation of a brand identity would be ordered from the top down,” she explains. A university is different, it thrives on diversity, autonomy, different perspectives and flat hierarchies. That is amazing, but sometimes it means you have to be patient.” Silke Sauer has the necessary patience, as she is convinced that you have to win over everyone involved if you are to be successful. “Our aim is to spark enthusiasm for the FAU brand in as many members of staff, students and other people connected to FAU as possible. They are our most important multipliers and influencers.”

The creative mind behind FAU’s corporate design: Claus Koch is one of the most highly respected brand experts in Germany. His vision: Clear, easily understandable structures that avoid unnecessary complexity. “I am open to inspiration from the zeitgeist, without pandering to fleeting trends,” he explains. Koch has worked for several globally active agencies, including McCann-Erikson, J. Walter Thompson and BBDO. In 1993, he founded his own company for brand expertise, that now goes by the name of CLAUS KOCH™. Claus Koch has been a member of ADC Germany, ADC New York, TDC New York and D&AD London. From 2000 to 2003, he was a professor of CD/CI at Mainz University of Applied Sciences.

FAU wins two design awards

by Matthias Münch

This article is part of the FAU Magazin

A university thrives because of the people who research, study, teach and work there. A university is supported by people who are connected to it as alumni, friends and sponsors and who are committed to promoting its interests all over the world.

They all contribute their unique talents, skills and perspectives. It is this diversity that makes our FAU a place of innovation, a place where many talented individuals tackle the major challenges of our times together, and a place where they keep finding answers.