The University of Basel is an internationally respected research university with a wide-ranging curriculum and a strong base in life-science. The need for the university to consolidate its high academic standing vis-à-vis the global competition, to remain fit for the future and to respond to its shifting identity has called for a new, more distinctive profile. Universität Basel becomes the umbrella brand. A consistent and holistic identity is provided by means distinctive color branding, the modernization of the logo and a clear articulated design system that transforms routine university life into a daily brand experience.