University of Sydney, 2014

The University of Sydney is the oldest educational institution in all Australia. Built on a foundation of progressive attitudes, it was the first university to accept women and people of different ethnicities, boasting trail-blazing alumni such as women’s rights activist, Germaine Greer; heart transplant pioneer, Victor Chang; and former Australian Prime Minister and social reformer, Gough Whitlam. But over time it had become seen as staid and elitist, known more for its historic sandstone buildings and cloisters, losing its relevance in favour of more distinctly branded competitors.

MAUD was tasked with creating an identity befitting the University’s heritage as a progressive seat of learning, giving voice to the debate and discourse that continued to reverberate within its hallowed halls, auditoriums and laboratories.

Completed at MAUD alongside Adam vella and Camilla Belton. Photography by Irenaeus Herok. Original logo drawn by MOON Communications.