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Throughout this process we received a number of questions related to the new brand. Answers have been provided, and we will continue to update this page as we receive new questions. If you have a question that isn't answered below, email us.

You asked, we answered

Our new brand explained

  • Why the new brand identity?

    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 will strengthen our ability to significantly enhance our image and reputation going forward.

    Our new 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 will take time and investment. We will be fiscally responsible in every decision we make and this will be a common thread in the implementation. We are being strategic in the changes we make to minimize the impact to the campus community. This means that the brand will be implemented during a time when university communications are being updated as a normal course of business. And, it’s an investment that has not happened in the 17-year history of the university. Many of the signs that you see on campus were intended to be temporary and have already outlived their useful purpose. Now is the time to make this right.
  • What are we trying to accomplish with the new brand?
    The new brand aims to create 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 degree 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 the university arrive at this new 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?

    Over the past four months we have 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 as well as to refine the visual design that supports our new brand.

  • The new brand was announced on March 27. Why do I still see old logos all over campus?
    Following the new brand announcement, we will work on the transition in support of the new visual identity. Our Communications and Marketing department will lead this transition, with the support of stakeholders across the campus, in a phased approach. We expect to introduce significant changes to the identity across our campus after convocation in June and leading up to September, when we will host a celebratory launch as we welcome our campus community back for the new academic year. Over the next several months, the Communications and Marketing department will keep the campus community up to date and informed through our Brand Central website, where you will find the resources needed to help us through this change.
  • What are the phases of the brand transition?

    The new brand changes will not happen overnight. Following the announcement on March 27, 2019, the new brand will roll out in stages. After convocation, you will begin to see the new brand implemented.

    • April – Collateral and template development and campus clean up.
    • May, June, July – Preparation and implementation.
    • September – Launch the new brand.
    See Brand Implementation Timeline for details
  • How can I help with the brand transition?

    We are all brand ambassadors. There are many ways you can assist with the brand transition:

    • Learn about the brand (identities, colours, key messages, fonts, etc.) at Brand Central.
    • Update your materials with the new logo.
    • Contact the Communications and Marketing department when you see an old logo, or the new one used incorrectly.
    • Use the templates available on Brand Central (available in June)

Our new look

Help us tell our story

Questions researchers are asking

New stuff: Where to get branded materials

  • When can I purchase new stationery (letterhead, envelopes, etc.) and business cards?

    Updates to the eStore are underway and products will be available for purchase in early June. Once these items are available, a notification will communicated through the Weekly Report. The Communications and Marketing department will also contact everyone who has an account for the eStore.

    In the meantime, you should continue to use existing stationery and business cards. When naming the university in a letter, please refer to it as:

    Ontario Tech University (University of Ontario Institute of Technology).

    When you give out your business card, use this as an opportunity to let people know about the new brand.

  • What should I do with my old stationery (letterhead, envelopes, etc.)?

    Faculties and departments are encouraged to use up their old stationery (letterhead, envelopes, etc.). New stationery will be available for purchase on the eStore in early June. Once these items are available, a notification will communicated through the Weekly Report. The Communications and Marketing department will also contact everyone who has an account for the eStore.

Digital assets: Social media, websites, emails and more

  • Will our email addresses, URLs and social media accounts change to reflect the new brand?

    The new domain to access university websites is The current domain will continue to work through a transition period while forwarding URLs and other references to that domain are still in place. Once transition to the new domain is complete, will simply forward all traffic to

    Social media handles have been changed to reflect our new identity. The university’s new handles are:

    Twitter: @OntarioTech_U
    Instagram: @OntarioTechU
    Facebook: @OntarioTechU

    Our official hashtag is #OntarioTech 

    These handles must be used when referencing the university’s social media or for tagging the university in your social media posts. If you have any questions, please contact

    Email address changes are still being evaluated. More information about this will be communicated once available.

  • If the university is not using an acronym with the new brand, why am I seeing ‘OT’ being used in social media channels?

    Most social media channels impose character limits on handles. To ensure brand consistency on social media, the university approved  ‘OT_(sub-brand)’ to identify official Ontario Tech handles. ‘OT’ is separated from the sub-brand with an underscore.

    This is the only instance where ‘OT’ is used. Acronyms are not used in general text.

  • Why has the website not changed yet from

    The new domain to access university websites is The current domain will continue to work through a transition period while forwarding URLs and other references to that domain are still in place. Once the transition to the new domain is complete, web pages will forward all traffic to

  • Is there an easy way to update department/faculty/program website content to Ontario Tech University?

    To update your section of the university's website, you can complete the following searches to find replaceable content (using

    Google "University of Ontario Institute of Technology"

    Navigate to your site and put the term in the search box (for instance, University of Ontario Institute of Technology)
    From these searches, the content can be identified and replaced.