We are proud to introduce our new name - AECC University College – and delighted to announce the launch of new brand identity and website. Find out more information in our Rebrand FAQs.
Please find below questions and answers on the AECC University College rebrand. Please direct any questions to firstname.lastname@example.org
As the AECC University College grows and progresses as an organisation, it is
important that we are able to be clear about what sets us apart or makes us different
from other universities, particularly in a very competitive marketplace. We need to be
able to communicate this effectively and with confidence. A good brand enables an
organisation to communicate what is best about it in a clear, cohesive and consistent
A rebrand goes much further than a new logo or name. Alongside our visual identity,
which includes our logo, colours and typography, our verbal identity and personality
is a crucial part of who we are and how we connect with people. It comprises our
tone of voice, our stories, our behaviour and our reputation – everything that makes
us unique and special.
How people feel about us will exist irrespective of a brand, but their feelings and opinions are influenced by a number of factors – what the media say about us, their personal experiences, rankings and league tables and our own communications. It is up to us to shape and proactively manage our brand, and as a result our reputation.
AECC has recently been awarded Taught Degree Awarding Powers and University College Title. The process of achieving TDAP and UCT indicates a mature institution, and one that is no longer in need of another higher education institution to validate the courses it offers. Therefore, we want to utilise these achievements to celebrate our position in the sector.
Now, more than ever, is it important that we tell the story of our own success and demonstrate to our audiences and stakeholders what we do and why we matter. This allows us to prompt questions about who we are and where we want to be in the future. We want to think about where we are positioned in the Higher Education sector, and the rebranding and repositioning process has helped to answer many of those questions.
The journey to our rebrand has started approximately two years ago. The process
allowed for staff, students, alumni and external stakeholders to share their views and
to contribute their opinions. This was very important to us as we wanted to
understand people’s perceptions and feelings and use this information to help us
direct and shape the creative processes linked to the brand review, our new brand
This involved, amongst other things:
- Task and Finish groups with representation from academic and professional
- All staff and student meetings
- A Consultation Email/Inbox for individuals to submit suggestions and
- Several Focus Groups
- User Testing activities
- Student feedback through National Student Survey
- Patient feedback through comment cards and social media
Communication with various teams at AECC University College has been robust, and for example involved meetings to either talk through website pages and content requirements, or process improvements and also addressing any concerns along the way. Some key elements of this feedback from this told us the following:
- We should be more confident in what we have to offer
- We should highlight our strengths and be bolder
- We should communicate more effectively to external audiences about who we are
and what we do
- We should demonstrate our ability to innovate, be current and relevant
By closing the gap between what and how we think about ourselves and how others perceive us, we have created a strong and confident new brand which will clearly articulate its purpose. This opens doors for the institution and will reposition us within the Higher Education sector.
It is our intention that the new brand will ‘go live’ on Tuesday 5th September. The ‘go live’ date will be supported by a launch campaign in September, with a launch party to celebrate.
The rebrand will affect all areas of the AECC University College. We are working
with various teams to address the changes necessary and how to best implement
them over time. Some of the changes will be immediately apparent, for example the
change of the logo on our website and our documents, the look of our ID badges,
We will work with teams to help them best implement the changes over time, and this piece of work will inevitably take longer.
You will also see some physical changes to the campus which highlight the transformation and adjustment to the new brand and institutional identity.
To provide clarity and consistency we will use the following titles.
AECC University College
AECC University College Chiropractic Clinic
AECC University College Ultrasound Clinic
Bournemouth Open Upright MRI
School of Chiropractic
School of Medical Ultrasound
School of Health, Exercise and Wellbeing
These titles have been chosen to personify our inclusive brand whilst also celebrating our specialisms. We will also adopt the use of ‘teams’ rather than ‘departments’ as this if more unifying.
The new logo will have some degree of brand hierarchy originating from the question – who is leading the conversation? This question is defined by the need to understand the conversation from an external point of view.
It is essential that the needs and expectations of our audiences are addressed clearly and effectively. As
there are many parts that make up the AECC University College, it is important to clearly define who is communicating whilst maintaining consistency.
Our identity will become a part of everything we do. Colours are often used as an important tool to identify and also to signpost. So yes, as part of the brand we will have new colours, which will offer greater flexibility.
The Students’ Union will not be affected by the AECC University College’s rebrand, however, it will receive its own new branded identity which will be launched simultaneously. This will reflect elements of the AECC University College brand, but will allow the SU to be a stand-alone membership organisation.