ARU Students’ Union

The brief

Anglia Ruskin University Students’ Union was really in need of a rebrand. It was vital initially to establish the name, how should the Union be referred to? Ultimately, the most succinct and easily understood solution was agreed upon.


  • Logo
  • Brand guidelines

The logo

Ribbon like flow from ‘a’ through to ‘u’.

ARU Students’ Union

The solution

The strongest quality taken from the brief was that the logo should communicate “Agents of transformation”, suggest movement and change. Gulp provided mood-boards for initial discussion followed by our recommendations and visual thought process including routes dismissed or otherwise (at the client’s request), for comment. Gulp delivered the final logo route with a ribbon-like feeling of flow from the letter ‘A’ through the ‘R’ and into the ‘U’ – suggestive of a journey with colours gaining strength as the journey moves into the Union. The Unique cut of the letter ‘U’ is repeated in the word ‘Union’ to suggest an element of Union ownership. The final colour palette provides a conservative vibrancy that deliberately stands out against the established University palette.


Showing sub-brand naming container.

ARU Students’ Union

Brand exploration

How the identity translates across various items.

ARU Students’ Union

Supporting graphics

Additional graphics explored and established.

ARU Students’ Union

Brand guidelines

Colour ways and brand rules.

ARU Students’ Union