Brand essentials
The University of Bath was founded on a powerful and enduring idea: that education and research alike should be powered by real-world relevance and impact. Ours is a community where excellence and empathy inform one another, where different perspectives meet to challenge conventional thinking, and where collaboration drives meaningful progress.
Our brand helps us tell this story to the world. Used with clarity and consistency, the tools and guidelines you’ll find here reinforce our identity for our audiences, bringing a reassuring coherence to everything we say, through all the channels at our disposal.
University of Bath.
We Make Futures.
On 21 October 2026, we introduced a refreshed University brand aligned with the launch of the University’s Strategy 2036.
The new, unified brand is underpinned by:
- 01 A single visual identity
- 02 A consistent tone of voice
- 03 A shared institutional narrative
Why consistency is key
By presenting Bath more clearly and consistently, we can strengthen recognition of the University, support our global ambitions, and make it easier for colleagues to represent their work and create branded materials and content with confidence.
Changing how we communicate, not who we are
What makes Bath special remains unchanged. Our people, commitment to excellence, and ambition to make a positive impact through education, research, and innovation continue to define who we are.
What we are changing is how we express and present those strengths to establish greater consistency across the University and a stronger, more unified brand, at home and around the world.
An evolution of our brand, shaped by you
Nearly 4,000 members of our community, including staff, students, alumni, and partners contributed to the insights-gathering and consultation process. They did this through interviews, focus groups, our in-person roadshow, and online surveys.
This feedback has had a profound influence on the development of our refreshed brand, and we are genuinely grateful for the time, insight, and honesty that have contributed to it.
Brand training videos
Watch the brand training videos delivered to staff at the University, giving an overview of the brand and more detailed guidance about using the visual identity and tone of voice.
Watch the training videos about the University’s:
Download a copy of the:
Brand drivers
Research
Our researchers work in collaborative, open, and collegiate environments that place people, partnership, and practice at the centre of their work. This culture supports high-performing research that pursues global breakthroughs and delivers discoveries that change lives.
Student experience
We offer an inclusive and nurturing student experience shaped by high-quality education that encourages academic excellence and personal growth. Supported by staff and each other, students are challenged through their learning, courses, and extra-curricular opportunities to reach a higher level.
Graduate outcomes
We have developed a global employability advantage for students that is enabled by staff and powered by an educational culture that builds skills as well as knowledge, driving more meaningful outcomes for students and the organisations they join.
Brand themes
Impact first
We are focused on work that improves lives and futures. Our research, education, and innovation meet real needs and drive real outcomes. We build knowledge that matters and measure our impact in the value we create for humanity.
Intentional inclusivity
Students and staff strengthen our community by valuing different perspectives and experiences. This breadth of thinking supports a culture of challenge and performance, helping us to set new standards together.
Committed to excellence
We are driven to achieve more and pursue excellence together. We celebrate progress and support one another to reach our potential. Confidence, encouragement, and shared ambition provide the foundation for our success.
Ready for the world
The University brings together people who work brilliantly across cultures and disciplines. Our community combines awareness, adaptability, and collaboration to address complex global challenges with confidence and care.
Brand expression
We Make Futures
Every day at Bath, people are shaping what comes next.
Our students are building their own futures. Our colleagues are creating new knowledge, supporting learning, and helping our university thrive. Our researchers and partners are tackling challenges and developing ideas that can shape the futures of others too.
We Make Futures brings those stories together.
It reflects both the opportunities people create for themselves at Bath and the wider difference our community makes through education, research, innovation, and partnership.
It connects what we do today with our ambitions for the decade ahead and our commitment to global excellence with impact.
As a creative engine, We Make Futures is designed to drive consistent and distinctive decisions across language, design, and art direction, creating a brand that feels ambitious and purposeful.
Brand manifesto
At the University of Bath, we believe performance and purpose belong together. Ours is a community built on inclusion, respect, and collaboration, where high standards are shared and everyone is encouraged to rise to them. We bring together people and perspectives that challenge assumptions, open minds, and spark ideas that move the world forward.
Our teaching is ambitious and deeply personal. Students are supported to think critically, experiment confidently, and apply their learning in real contexts. From placements to partnerships, we connect knowledge with experience so that every graduate leaves ready to contribute with skill and conviction.
Research and innovation thrive here because our work is grounded in real needs. We focus on outcomes that improve lives, combining academic excellence with the empathy and openness that make progress possible. Bath is a place where ambition is collective, curiosity is encouraged, and success is defined by the difference it makes.
University of Bath.
We Make Futures.
Get help with applying the brand
If you need help applying the brand or have any questions, please get in touch.