Norwich University of the Arts has revealed a new 'identity' and asked to no longer be referred to as 'NUA'.
The rebrand was revealed in a social media post which showed a flashy graphic aimed to "embody the institution's future aspirations while articulating its unique story to the world".
The university's former logo - an uppercase yellow "N" on a black background - has been in use since it was granted its university title in 2012, having previously been Anglia Polytechnic, Norwich School of Art and Design, and Norwich University College of the Arts.
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Developed over the last 12 months and working with an "identity specialist", the new branding was designed through open forums and custom online surveys.
Despite the raft of design-related courses on offer to the university's 3,000 students - including Graphic Design, Graphic Communication and User Experience Design - the university opted to approach London-based agency North to come up with its new branding.
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Justifying its decision, a spokeswoman said four former students were in employment with the agency which is overseen by founding partner Sean Perkins, a visiting professor of Norwich for more than 10 years.
He said of the design: "Our goal was to bring the identity of this historic institution into the 21st century which required a revolutionary approach to spark change.
"The entire creative process was shared together with the university resulting in an identity framework that provides structure while also creating space for expression and shared ideas.
"As a whole, the new identity embodies Norwich's history and the insatiable curiosity that drives conversations and challenges conventional thinking."
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As part of the rebrand, the use of the acronym "NUA" or "N.U.A" has been discouraged and any mention has been removed from its literature - online or elsewhere.
"Our research indicated that 'NUA' does not help to identify our location," a spokeswoman said.
"By using the full name, we aim to promote this wonderful city that we are at the heart of."
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