Repositioning The University of Economics Ho Chi Minh city Towards A Multidisciplinary and Sustainable UEH University

19 Oct, 2021

Along with the restructuring strategy of the University of Economics Ho Chi Minh City, which aims to establish a multidisciplinary and sustainable UEH University through 2025, vision to 2030, the UEH’s brand has also been repositioned towards multidisciplinary and sustainability.

The UEH University’s brand takes sustainable future of the community & society as a destination with 04 positioning values:

(1) From UEH Learners to Empowered Global Citizens for Sustainable Development:

By equipping national and international students with comprehensive competencies and advanced professional credentials, UEH University aspires to educate qualified students to become global citizens committed to the advancement of a sustainable manner of living.

(2) From Research to Positive Societal Impact:

UEH University supports and encourages scientists and researchers to conduct scientific research and consulting projects that address local and global issues and have a positive impact on society.

(3) Create an UEH Community of Sustainability Changemakers and Art Inspirers:

The UEH Community is defined as the people who were and are studying, working, teaching, researching at UEH. This is the community that inspires art, pioneers changes towards sustainable development, quality life and happiness.

The UEH Community is defined as those who have studied, worked, taught, or conducted research at UEH. This is the community that inspires art and advances the cause of sustainable development, a high quality of life, and happiness.

(4) Together for a More Sustainable Future:

UEH University educates, conducts research, consults, and collaborates with domestic and international partners to build a more sustainable community and society.

With new positioning values, UEH University brand wishes to establish the image of a new generation of university:

(1) Quality – Reliability – Sustainability;

(2) Integration;

(3) Creative - Technology

(4) Art Inspire – Happiness – Leading

Through training, researching, consulting and connecting community.

The UEH University brand's identity has been refreshed with the addition of the university's logo and member schools; the primary color tones are Mallard green (Mallard's neck blue), orange, and a vibrant and multi-colored set of secondary colors; and a new, modern, sans-serif font that reflects the university's brand personality.

MAIN LOGO

The UEH University's main logo was created with the intention of retaining the word UEH from the previous logo, but stylized to be modern, sophisticated, and international.

DIGITAL LOGO

Besides, the youthful and dynamic digital logo version is used in motion graphics designs such as video and clip intro/outro .

SUB-BRAND

The set of logos for member schools’ brands is consistent with the UEH University brand personality.

Please contact the Department of Marketing - Communication to better understand how to use the logos.

BRAND PERSONALITY

1. Quality - Reliablity - Sustainability

2. Integration

3. Art Inspire - Happiness - Leading

4. Creative - Technology

FONT

Expressing a modern, international and reliable personality.

Used by famous politicians in a variety of media and voted as the typeface of the century.

Representing creativity, leadership, technology

Featured in numerous magazines. Some technology companies have used Myriad as the primary font for technological product launches.

The primary and secondary color pallettes and fonts represent the brand personalities of UEH University

To strengthen UEH University’s brand position on a national and international level,, UEH would like to share with teachers and the UEHer community - one of the critical pivots for accompanying, understanding, and supporting UEH University on its new journey toward “A Multidisciplinary and Sustainable UEH University”.

For further information:

► See UEH University logo, Vinh Long Branch and member universities HERE

► See UEH University Brand Identity Set HERE

► See UEH University Brand Product Set HERE

► See UEH University Office Publications HERE

For any comments or suggestions for the university, please do not hesitate to contact directly or via email: lanhdao@ueh.edu.vn.