PROJECT
Corporate branding
Universities Canada
YEAR
2015
contributors
Visual Identity:
Underline Studio
Underline Studio
Design Lead:
Judith Lacerte
Judith Lacerte
Photographer:
Alexi Hobbs
BRIEF
In 2015, the Association of Universities and Colleges of Canada (AUCC) rebranded to become Universities Canada/Universités Canada. This transformation underscored the association’s dedicated role in supporting the significant contributions of universities to Canada. The new tagline, “The voice of Canada’s universities at home and abroad,” was adopted to reflect the association’s commitment to advancing higher education, research, and innovation for the benefit of all Canadians.
RESULTS
The brand rollout and implementation were carried out meticulously, with a strong focus on achieving stakeholder and staff buy-in. This transformation leveraged both design and strategic thinking to drive the association’s brand forward. The rebranding successfully repositioned Universities Canada as a forward-thinking, inclusive organization. It has become a trusted, unified voice for higher education, with the new identity serving as a cornerstone for advocacy and collaboration efforts across Canada and beyond.
