The demands on a leading University have shifted over time, leading to the image of the University of Cambridge no longer matching the reality and ambition of the organisation.

This new brand identity champions the notion that ‘the whole is greater than the sum of its parts’. The University is uniquely built of many institutions ranging from colleges to external research groups. Each can have an important impact on a student’s experience and their pursuit of knowledge. The university’s strength lies in each of its branches working together with the same goal in mind; the thrill of discovery.