Work / UMF
Inspiring academic excellence through branding

Brand Audit, Brand Strategy and Brand Design for Romania's oldest Medical School.


Iasi University of Medicine had a good reputation and a history of over 100 years but the current visual identity failed to illustrate this. With several logos in use and with an overall old look and feel the University needed to reposition itself as an international educational center. innerpride was chosen to identify the spirit of the institution and give it a new visual identity.


A complex audit report was drafted based on over 150 interviews with members of the faculty, students, auxiliary personnel and partners. This report was the basis for a comprehensive branding strategy outlining the main guidelines to be used in the creation stage.
Drawing inspiration from the iconic Institute of Anatomy building, we retained visual equity while bringing a modern and minimalistic look. The new logo design is the most courageous approach in the Romanian educational landscape. By combining the shape of the building and a shield we’ve created a simple yet powerful symbol that is instantly identified and associate with the University. The new logo design, colors, stationery and the other communication materials really stand out and send the right message to all the audiences.

We like clients who are not afraid to challenge the status quo. UMF has taken a step towards a future where it belongs!

George Nisioiu, founder & partner, innerpride


After just one month from its launch, the new organizational identity was awarded first prize at the EDUMANAGER Gala 2016 in the category: “University Education”. The identity was enthusiastically embraced both by the faculty and by the students, giving them a fresh new dose of confidence making them proud of their alma mater.

innerpride has helped us rethink branding and its purpose. It also gave us the confidence to try something revolutionary for the educational landscape in Romania, we’re both pioneers.

Viorel Scripcariu, rector, UMF Iasi

Project extension

Signage and wayfinding is paramount for a university that spans almost an entire city with more than ten different buildings. With a newly acquired iconic building in the city center, the University wanted to incorporate a clear and easy to use signage system that would help students and academia navigate the corridors and guide visitors alike.

By using high quality materials and innovative production techniques, along with our partners, we’ve managed to create something truly unique in the Romanian educational signage landscape. By day or by night, the exterior signage of the University stands as a testimony to its academic value.

The new wayfinding system and the environmental graphics we’ve designed creates more than clarity in navigation, they define spaces that inspire and instill a sense of brand pride to students and academia.

Services involved

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