Anglia Ruskin University - Cambridge & Chelmsford
Anglia Ruskin University (ARU) are 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 new, digital-first, brand that challenged perceptions and changed misconceptions. A brand that proved they
are not a secondary university. They needed a brand as powerful as their ambitions.
DMA Signs was responsible for the initial design concepts, production, manufacture and installation of the signage scheme,
which included the planning applications and structural calculations. DMA Signs worked in collaboration with brand architects
‘Rufus Leonard’ to help deliver a progressive brand that communicates the universities power, embraces their difference and
enables them to be truly confident about the valuable work they do.
Taking the heron element of old ARU’s crest and logo and reimagined it as a clean, modern logo that would work on both
the signage and all printed applications. One of the key features to the project was the re-purposing of the main entrance.
We fully wrapped the existing stainless-steel cladding in specialist UV resistant external grade vinyl and mounted graphic
and built-up logos to the face, completely transforming what was an old and outdated part of the building, into the main
navigation point. This was both a cost effective an eco-friendly solution.
There were many challenges to the project was firstly to carry out a full way-finding signage audit of all signage locations,
across multiple campuses and produce a detailed reports and feasibility study for budgeting purposes. We then set about
developing the new signage identity and produced a sign bible, that the University could work from going-forward.
Another key challenge was to refurbish the tired Lord Ashcroft Building main entrance, to become the navigation point of
the university, without exceeding budgets and planning regulations.
Lorraine Bewers (Space Manager) - Anglia Ruskin University.
“We are delighted with the signage. It has given the University and various campuses the lift it needed to attract student
numbers during these uncertain times”. “The new brand identity gives us a look, personality and voice to match the unique
and valuable work we do. It will set us apart from our competitors, elevate our profile and make us a name recognised for
the values we stand for – inclusion, innovation, sustainability. On the strength of the result, we have now awarded DMA Signs
with a 3-year Framework contract for all our on-going signage needs”.