University Hub
A brand built to keep moving.
A meeting point in motion. On campus, and on every screen.
Client
Industry
Reach
Services
Project Year
Client context
UHUB is a meeting point between university culture and the brands that want to be part of it in a relevant way. Its program mixes seminars, tournaments, tech experiences, learning tracks and exclusive benefits, with gaming and esports at the front of its current activations, without limiting where the brand can go next. Its purpose is simple: make university life generate connections that matter.
Challenge
UHUB speaks to three audiences at once. Students need to feel invited, not marketed to. Universities need clarity and seriousness. Sponsors need precision and proof. The challenge was to build one identity that could switch register without losing its character: loud enough for a tournament flyer, sober enough for an institutional deck, and consistent across an event calendar that never stops.
What we built
complete identity system documented across eight sections: Introduction, Logo, Safe Zone, Colour, Typography, Correct Use, Tone of Voice and Applications. The logo comes in three approved versions: the full lockup with “University Hub”, the UHUB wordmark for general use, and the isotype alone for icons and small sizes. Colour runs on six values led by Ink and Lime, with a fixed usage ratio of 50% Ink, 30% Lime, 10% Marfil and 10% Deep Campus. Mouzambik sets the headlines; Archivo carries everything else, from body copy to data and interface.
Process
We started from the module. The isotype is built on a grid of isometric blocks that share width and angle, and the U appears by extrusion rather than by drawing. The wordmark was drawn from that same logic (diagonal cuts, bevelled terminals and a constant forward lean) instead of borrowing a catalogue typeface. Colour, type and voice followed, each defined as a rule rather than a suggestion. Finally, we pushed the system into real campus pieces: virtual seminars, the Campus Clash tournament, the Open Qualy Campus Tour, Tech Experience Day and sponsor activations.
Handoff
The handoff included the brandbook, the full logo set as master components, the colour and type system, and application templates ready to adapt for each new event. The team works from the original components, never redrawn and never rebuilt, so every new piece starts already on brand.
Key decision
The U isn’t drawn. It’s assembled.
UHUB exists to bring different pieces together (students, universities, brands) and make them fit. So the symbol does exactly that: isometric blocks lock into each other until the U emerges, and the lime accent marks the exact point where the modules meet. The same logic drives the wordmark’s forward lean and the brand’s rule for every application: if it doesn’t convey movement, it isn’t finished yet.
Does your brand belong on campus, or just show up there?
We build identities that speak the language of the people they’re for.
