According to the Rector of Vilnius Tech prof. dr. Alfonsas Daniūnas, there are several reasons for the change. First of all, the university’s brand has to reflect who we are and what we do. “The university, as any other organisation, is moving forward and our achievements in various areas are impressive; thus, our corporate identity must reflect who we truly are. We have been using the same brand for many years and the need for changes has been anticipated,” says A. Daniūnas.
Another reason is the university’s international presence. “30% of all university’s study programmes are given in English. In 2019, exchange and full-time international students made 13,5% of the total student body. This number is growing continuously every year and proves the international community’s trust in us. The new name will be pronounced easier and memorised better by our international members of our community. Meanwhile, the combination of a country or capital city and technologies is quite common and is easily recognizable worldwide. It reflects very well the focus of the higher education institution, and sounds good both in Lithuanian and in English. There are several similar success stories of strong international technology universities like Georgia Tech, CalTech, TalTech and others,” notes Rector of Vilnius Tech.
The change of the university’s brand had to be based on its main values and strategic goals. “Technology is the essence of our university: it’s our roots, the presence and the future. We do have good competences in architecture, creative industries and economics; nevertheless, our major driving force is technology, and that sets us apart from other universities. Vilnius Tech expresses it the best,” says the rector.
The whole university’s community had been involved in the rebranding process. The first ideas were drafted in partnership with Synthesis Consulting and Critical during focus groups with the university’s management team, students, members of faculty, pupils. Surveys had shown that the university’s community approves the change. Also, the university’s community voted on suggested alternatives and their choice was decisive.
The new logo depicts an acronym of Vilnius Tech. It is based on the Gestalt principle: several symbols have been coded in one image and people can find their interpretation. In this case, V and T are connected to form a shield. It associates with a coat of arms and represents a modern university with a strong historic context.
According to Rector of Vilnius Tech, this change will generate the new wave of energy, will boost our drive and inspire us for even higher ambitions. He mentions the university’s goal for further digitalisation of studies, more focus on artificial intelligence, robotics and other areas of studies for the jobs of the future. “We must look ahead to educate professionals for the job market of the future and focus on interdisciplinary studies. We have established a strong international recognition, but our mission is to contribute to the further development and progress of Lithuania. We will continue our cooperation with various stakeholders and social partners, especially businesses. The new brand name will reinforce our image on the market, but, as it has always been, our actions speak the best,” says rector of Vilnius Tech.
