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Below are answers to a number of questions we have received about the Ontario Tech University brand since we launched it in March 2019.

If you have a question that isn't answered below, email us.

Our brand explained

  • Why have we changed the university's brand name to Ontario Tech University?

    Since its founding in 2002, the university has quickly established itself as one of Canada’s newest publicly funded research universities; it has enjoyed many successes and is well-positioned for the future. We have a great story to tell. Unfortunately, the university has struggled with developing a definitive identity. A unified brand platform strengthens our ability to significantly enhance our image and reputation going forward.

    The Ontario Tech University brand is:

      • Simple, unique and identifiable: stands out in a crowded academic landscape.
      • Technology-focused: consistent with our mandate, communicates our positioning as an innovative and leading-edge technology-focused institution.
      • Modern and relevant: approachable, untraditional and confident.
      • Flexible: useable across multiple applications that range in scale and touchpoints.
  • Why invest in a new brand at a time when the university is exercising restraint in its expenses?
    This change has taken time and investment. We have been fiscally responsible in every decision we have made and this has been a common thread in the implementation of the brand. We have been strategic in the changes we have made to minimize the impact to the campus community. We chose to implement the brand during a time when university communications were being updated as a normal course of business. In addition, this investment had not previously been made at any other time during the history of the university. Many of the signs that you see on campus were intended to be temporary and had already outlived their useful purpose at the time the Ontario Tech University brand was introduced. It was an appropriate time to make this right.
  • What are we trying to accomplish with the Ontario Tech University brand?
    The Ontario Tech University brand creates a new and exciting platform on which we can share the story of the university, facilitate improved engagement with our various stakeholders, and bring us closer to the original mandate of the university.
  • Why should the brand matter to me?
    Strong brands get noticed. Awareness and familiarity of the university remains lower than we’d like. This affects recruitment efforts, donations, research grants, partnerships and more. Together, with this new brand platform, we will build general awareness, support and excitement for the university.
  • Has the university changed its name?
    We’re not changing the university’s formal name through this brand initiative; we’re changing the way we refer to the university so that it is clear and consistent. We’re adopting a similar approach to that of some other universities, such as Western (official name: University of Western Ontario) and Virginia Tech (official name: Virginia Polytechnic Institute and State University). The official university name will remain University of Ontario Institute of Technology.
  • Will the university’s name on degree parchments change?
    No, the official name for the university is not changing. Our degrees will continue to be conferred by the University of Ontario Institute of Technology.

How we got here, and what’s next

  • How did we arrive at the Ontario Tech University brand?

    September 2018 - New potential moniker introduced to campus community

    October to November 2018 - Consultations and engagement with campus community

    December 2018 - New brand design initiated

    January to February 2019 - Brand Advisory Group reviews new brand options

    Monday, February 25 through Friday, March 1, 2019 - Brand Preview Week

    Wednesday, March 27, 2019 - New brand announcement

    Phased introduction April to August 2019 - Campus rollout and implementation (marketing, communications, branded items, brand opportunities)

    August through Fall 2019 - New brand external launch (2019-2020 admissions cycle, all marketing communications, website)
  • How was the feedback collected from all consultations, including the Preview Week, used to finalize the brand?

    We benefited from more than 9,000 contacts across all stakeholder groups providing feedback and reactions throughout the process. 

    The feedback has helped us develop a short name, and refine the visual design that supports the Ontario Tech University brand.

Our new look

Help us tell our story