ARU is not a conventional university. They are distinctive in their attitude and offering. Inclusive not just by default but by design. However, as a brand, they struggled to stand out in a sea of higher-education sameness. They wanted a brand that challenged perceptions and changed misconceptions, and as powerful as their ambitions. We took the heron element of ARU’s crest and reimagined it as a clean, modern logo. Not only does it represent their ties to the region but when we delved deeper, we discovered in many cultures across the world, it’s symbolic of self-actualisation and self-reliance –the values ARU nurture in every student. A statementof their origins and aspirations.