The SU Bath, introducing our new look

We are extremely excited to be launching our new brand identity: The SU 

It’s The SU you know and love only better.

More than just a name and a logo, The SU is here to empower students to help you get the most from your time at Bath.

As part of The SU’s new strategy we are aiming to increase the impact we have, engage more students in what we do and strengthen the student voice. One of our key roles in delivering this student experience is communication and, based on student feedback, we believe that we could be communicating with you in a more effective way. Our communication channels range from our website to social media and advertising. It also includes the physical spaces and the experiences that students have when interacting with The SU.

It was therefore necessary to undergo a rebrand process, which not only includes the way we look, but the structure of The SU, its services, and the ways we communicate across every touchpoint. Over the last few months we have undergone an intensive research process with our agency Holdens, which has included student workshops, stakeholder meetings, tours of the physical space and an all student survey. This insight has enabled us to develop a brand identity and brand strategy, which will help us to improve how we communicate.

We are now very excited to give you a first look into our new brand through this short video.

We really hope you like what you see and are excited to see how this is implemented over the next few months.

One major change is our new name, The SU. During our research phase, we found that 75% of students referred to the students’ union as The SU – and we felt it was important that our students could identify with the name. When asked how students felt about our existing logo, which we’ve had since 2012, over 70% of students felt indifferent or negative towards it – and 95% had no idea what it was supposed to represent. This feedback was fundamental in forming the basis of a need for change. 

We explored a number of brand proposition routes and students told us they liked the idea of ‘shaping your experience’, which has influenced the final design and shape motifs. The shape motif is intended to be a subtle design to emphasise our tagline of shaping your experience. The patterns will be used in a range of ways in artwork; sometimes they will be quite a large focus and other times they will just form background imagery. We are also introducing illustrations based on the shapes within the pattern. Here are a few examples of how this will work in practice. 

As well as the branding we have been busy developing a new look and structure for the website, improving access to services and giving you a better user experience. It is currently in BETA mode which means it’s under continuous development and pages will be migrated into new templates over the next few weeks.

You can also expect to see The SU building look very different when you return at the end of September. 

Finally, you will notice that we have consolidated and introduced 5 key service areas, which simplifies our offering and ensures you can easily access and engage with the services you need at The SU. 

Ben Davies SU President said “Watching this project develop and to now finally see the end result is so exciting. This rebrand is more than just a new logo so we’re hoping you will really see the impact and appreciate the changes”.

The roll out of the new branding will have to happen in stages and therefore it is likely we will still see some of our old branding over the next year as we phase it out, as is standard practice when a major rebrand takes place.

For those of you who are part of a student group please expect some targeted communication over the next few days which will give you more details on how you can use the brand, as well as templates and guidelines for you to follow. 

We hope you like it as much as we do and are excited about coming back to Bath in the new academic year.



Joel Collins
2:27pm on 3 Aug 17 Website beta feedback: Only a minor point but should the "THIS WEBSITE USES COOKIES" banner up top not have a dismiss button? It takes up a huge amount of viewport space and seemingly cannot be dismissed.
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