University of Turin changes logo – design diary

The University of Turin has changed its logo and redesigned it to a “more modern aesthetic”, according to the official press release. The adaptations aim to improve recognition, and the new signet now meets the various requirements for today’s communication.

The University of Turin (Università degli Studi di Torino; Latin: Alma Universitas Taurinensis) was founded in 1404 and is currently one of the five largest universities in Italy with around 79,000 students. As part of a modernization initiative, the university’s logo has now, for the first time in a long time, undergone a redesign.

Excerpt from the press release

“The new logo has emerged from the desire to bring the university’s image back to a more contemporary and contemporary aesthetic. Based on its history, our university is thus taking an important step into the future. The new logo is the result of a detailed graphic and symbolic study of the UniTo tradition – it was created with the involvement of the university community. The logo shapes what we were, are and will be together, ”said Stefano Geuna, Rector of the University of Turin.

University of Turin logo – before and after, image source: University of Turin, image montage: dt

The logo architecture remains largely the same after the redesign: university seal, flanked by a word mark with several lines on the right side. The word mark now has two lines instead of three, and the new design concept also makes it possible to arrange the two elements centrally. This makes it possible to design applications more in accordance with the requirements.

The original symbolism of the seal from the 17th century is preserved: a bull resting on three books, above it a crown eagle facing the sun. According to the university, the first use of a seal with these elements dates back to 1615. The shape of the seal has changed several times over the centuries, most recently in the 1990s.

The shape of the seal was simplified, fewer identity-forming or redundant elements with a more decorative character were used as part of the redesign process. classified as useless and removed. During the development of the new form, the university consulted its “best experts” from various departments and disciplines. Nadia Borgetti, a research fellow at the university, is responsible for executive design.


A successful simplification of the seal and a good and sensible measure to transport the visual appearance a little further into the 21st century. Of course, the new seal shape is not minimalist and designed for maximum simplicity – it does not have to be. The crucial thing is that the display quality is improved by the adjustments without distorting the grade. I see both as achieved.

It goes without saying that much more than just a new logo is needed for an overall brand to be seen as modern and attractive. The adaptations of the logo can be an important driving force for further developing and optimizing other brand elements. When you visit the university website on (screenshot), it becomes clear that there are still many adjustments to be made in this regard. Visual language, color concept and above all the style (Titillium Web) lacks design standards and aesthetics, thus preventing a coherent and harmonious appearance. Using another sender (“”) in addition to the logo in the header is also completely unnecessary. Only when the university understands the redesign of the seal as an initial impetus to trim the company design to contemporary standards and design the digital offerings accordingly can the perception of the university be decisively positively impacted. Nothing is achieved with a new logo alone.

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